The Paradox of Choice: Why More Is Less

by Barry Schwartz

“negative liberty” and “positive liberty.” Negative liberty is “freedom from”—freedom from constraint, freedom from being told what to do by others. Positive liberty is “freedom to”—the availability of opportunities to be the author of your life and to make it meaningful and significant.

we are trapped in what Fred Hirsch called “the tyranny of small decisions.” In any given domain, we say a resounding “yes” to choice, but we never cast a vote on the whole package of choices. Nonetheless, by voting yes in every particular situation, we are in effect voting yes on the package—with the consequence that we’re left feeling barely able to manage.

Thus the growth of options and opportunities for choice has three, related, unfortunate effects. It means that decisions require more effort. It makes mistakes more likely. It makes the psychological consequences of mistakes more severe.

The alternative to maximizing is to be a satisficer. To satisfice is to settle for something that is good enough and not worry about the possibility that there might be something better. A satisficer has criteria and standards. She searches until she finds an item that meets those standards, and at that point, she stops.