The Paradox of Choice: Why More Is Less

by Barry Schwartz

The lesson here is that high expectations can be counterproductive. We probably can do more to affect the quality of our lives by controlling our expectations than we can by doing virtually anything else. The blessing of modest expectations is that they leave room for many experiences to be a pleasant surprise, a hedonic plus. The challenge is to find a way to keep expectations modest, even as actual experiences keep getting better. One way of achieving this goal is by keeping wonderful experiences rare. No matter what you can afford, save great wine for special occasions. No matter what you can afford, make that perfectly cut, elegantly styled, silk blouse a special treat. This may seem like an exercise in self-denial, but I don’t think it is. On the contrary, it’s a way to make sure that you can continue to experience pleasure. What’s the point of great meals, great wines, and great blouses if they don’t make you feel great?

keep expectations low