Paradox of Choice

Questions

What is Paradox of Choice?

The paradox of choice, popularised by psychologist Barry Schwartz, is the idea that while some choice is good, too much can lead to anxiety, decision paralysis and less satisfaction with what we pick. In a well-known jam study, shoppers offered six flavours were far more likely to buy than those offered twenty-four.

How do you use Paradox of Choice?

Limit options where they don't matter, for example with a smaller wardrobe or a simple rule like always booking the mid-priced option. For important choices, set your criteria first and settle for an option that clearly meets them rather than chasing the perfect one.

When does Paradox of Choice matter?

Paradox of Choice is one of the 35 mental models for decisions, the situations where you ask: Which way should I go? Within that, it belongs to “When choosing gets hard”, alongside Analysis Paralysis, False Dilemma and Grey Thinking.

What is an example of Paradox of Choice?

Two stories show it at work: The jam study (1995–2000) and Trader Joe’s (2010s). Both are told in full in The Mental Models Daily Almanac, which has two stories for each of its 365 models.

Which mental models are related to Paradox of Choice?

Satisficing, Hick’s Law and Grass is Greener Mentality. Paradox of Choice itself comes from human nature and judgement.