The Paradox of Choice

Barry Schwartz's The Paradox of Choice focuses on the psychological problems that the abundance of choices in a free market society like the United States creates. He starts with an amusing allegory regarding choosing a pair of jeans based off of size, style, etc. and literally spending almost an hour on a process he intended to take a few minutes. He goes into the variety of everyday choices a person deals with, from simple things like which type of cookie to buy, to complex things such as medical procedures. The more choices we are given, Schwartz argues, the less happy we end up. Through various case studies from prominent economists and psychologists, Schwartz makes the case that humans may actually be devolving into hunters and gatherers, except gatherers of information instead of sustenance. This text makes the reader think long and hard about the time wastes that we endure in order to get the perfect product. Schwartz warns against becoming a "maximizer", because they will never be happy with a choice they make, leading to extreme versions of buyer's remorse. He encourages us to be "satisficers"; individuals who find that good enough really is good enough. Through subtle humor, plenty of relevant parables and the incorporation of research Schwartz does a wonderful job of illustrating the society we live in; one full of choice paralysis. I would highly recommend this text to anyone who feels overwhelmed by the choices involved in every day life. It is a quick and easy read and well worth the time spent reading it.