The Paradox of Choice: Why More Is Less

by Barry Schwartz

Almost every decision we make involves a prediction about future emotional responses. When people marry, they are making predictions about how they will feel about their spouse. When they have children, they are making predictions about their enduring feelings about family life. When they embark on a long course of graduate or professional training, they are making predictions about how they’ll feel about school and how they’ll feel about work. When people move from the city to a suburb, they’re making predictions about how it will feel to cut the grass and be tied to their cars. And when they buy a car or a stereo or anything else, they are predicting how it will feel to own and use that product in the months and years ahead. If people err systematically and substantially in making those predictions, it’s likely that they will make some bad decisions—decisions that produce regret, even when events turn out well.