The Paradox of Choice: Why More Is Less

by Barry Schwartz

According to a survey conducted by Yankelovich Partners, a majority of people want more control over the details of their lives, but a majority of people also want to simplify their lives. There you have it—the paradox of our times.

Most people find it extremely challenging to balance the conflicting impulses of freedom of choice on the one hand and loyalty and commitment on the other.

But if unrestricted freedom can impede the individual’s pursuit of what he or she values most, then it may be that some restrictions make everyone better off. And if “constraint” sometimes affords a kind of liberation while “freedom” affords a kind of enslavement, then people would be wise to seek out some measure of appropriate constraint.