Have you ever pondered the sheer number of choices, options and features of goods and services available to you?
While an abundance of options may result in economic benefit, higher quality, and a better fit for personal taste and circumstance, there may also be some undesirable outcomes. Such may occur when the number of available options exceed the number of options we can successfully or confidently manage.
The Danger of Too Many Options
In 2006, Barry Schwartz addressed the consequences of option overload in his TED talk entitled “Paradox of Choice”. Mr. Schwartz noted that while we tend to celebrate the increase in options, we often fail to recognize the potential negative outcomes caused by option overload. These outcomes can be summarized as follows:
1. Overwhelm / Analysis Paralysis. This can occur when the options are so numerous or so difficult to compare that we simply decline to make a selection. This can occur even when our failure to choose will have measurable negative consequences. For example, Mr. Schwartz references the correlation between decreased participation in 401K programs as investment options increase.
2. Dissatisfaction / Doubt. With the numerous options available, we have come to expect that carefully making our selection will result in the perfect fit for our needs and taste. In fact, our expectations may be so high that we may actually feel dissatisfied with an excellent selection because we come to question whether a different choice would have resulted in a better outcome.
3. Self-Blame. In the past, we might have viewed unsatisfactory options and undesirable choices as an unavoidable situation. In contrast, given the options available today, we tend to blame ourselves if we make what we might perceive in hindsight to have been the wrong choice. In addition, this potential regret can be compounded in complex, high-pressure situations in which informed consent and risk management considerations require professionals to shift full responsibility for difficult decision making to the patient or client.
4. Increased Appetite. Increased options may also increase our desire for something. Chefs recognize that increased variety in entrees and sides tends to increase the diner’s appetite. Conversely, a regular static meal (i.e. chicken every Tuesday night) assists with regulating appetite. Increased options also increase demand in other situations. For example, consider the increase in sales when car dealerships and retail stores are clustered together.
5. Misallocation of Resources. Increased options may also increase opportunities for misallocation of resources. For example, consider how pondering relatively inconsequential choices may serve as an opportunity to distract ourselves from making important decisions and/or fulfilling responsibilities.
Better Outcomes with Selective Reduction of Options
In addition to reducing the negative outcomes described above, reducing options may result in significant positive effects. While reducing choice to improve satisfaction may seem counter intuitive, examples are commonplace. Ask yourself the following questions: Why do athletes enjoy attending training camps? Why do some joggers lay out their clothes for the next morning’s run? Why did Albert Einstein and Steve Jobs, among others, standardize their wardrobes?
Reducing options not only improves focus, it also reduces resistance. We all find it easier and more enjoyable to stay on track when distraction and temptation are reduced.
Final Thoughts
In conclusion, though we are each wondrously unique with respect to our priorities and ability to make decisions, we can all benefit by limiting the resources we spend on making inconsequential choices. In so doing, we can better preserve our time, effort and bandwidth for making the decisions that count.
Link
Barry Schwartz’s TED talk: “Paradox of Choice”
I enjoy the content on this site greatly, however this post stimulated some important issues in my own mind I would like to share.
I do understand the purpose of KISS – Keep It Simple Silly, but I wanted to point out that I believe that general as the population continues to grow and the globe continues to move towards a more unified culture, that options and choices will continue to grow.
I think where this post’s content is most relevant is for business and entrepreneurial minds to consider keeping a single focus in a single direction to enable your consumers and supporters to irrefutably know what you stand for. This is extraordinarily empowering to both the owner and the consumer.
Where I think the content in this post could be misconstrued is by some individuals having a tendency towards blaming “the abundance of choice options,” on their inability to move forward in their lives for change. I believe that individuals absolutely at all times need to take responsibility for their own mistakes and never blame others for it.
It is imperative that individuals educate themselves as more choices become available and not blame the market for their problems when things go awry. The issue of more choices being present is NOT going away and the consumer MUST educate themselves better. They must choose to not be apathetic and lazy, and do their do diligence in knowing what is best for them.
And as with all things in life, even after much research, we still may make the wrong choice. We step back, learn what we can from the experience, and move forward using our wrong choice as and educational experience to make better choices in the future.
The greatest point I wanted to drive home is that I hope individuals will not read this post and think, “Yeah it’s the markets fault that I wasn’t able to do this because there were just too many darn choices…” Because this way of thinking is irresponsible, and it’s a huge issue that needs to change in our world right now.
Robin,
Thank you so much for your careful consideration of the post and your insightful comments. You raise extremely important points which we all need to ponder. Expanding options will continue to increase and we need to find a healthy way to address the same.
By the way, I took a look at your website and think it’s fabulous.
Thank you, again!
I couldn’t agree more! For the last few years I’ve sought out small grocery stores instead of the large ones–the local stores always have the fresh produce I need and shopping only takes 20 minutes (with a list ;)!
Lacy, you are already ahead of the game by being intentional and by having a list. Without a list, I tend to not only spend more time wandering the aisles, but I also buy more than I originally intended.
You mention standardizing wardrobes – I recently standardized our dinner menus. My family is a tough crowd to serve dinner to – a few picky eaters plus a few (conflicting!) food sensitivities. At one point I drew up a monthly menu plan. Now each week I pull out the monthly plan, copy over the coming week’s menu and tweak as necessary. So simple. With enough variety but not opening up the entire world of choices which mostly get rejected and just cause me stress to sift through. Since I plan at the start of each week I can change the plan a little or experiment if I want to, but from a position of stability.
Fantastic approach, Miriam! Dan and Vanessa have mentioned it a few times, but I never ceased to be amazed by the insight and practical solutions offered by the broader Simple Life Together community. I would imagine your approach benefits your family in many ways. Thank you so much for sharing!
This is a great post and it makes excellent points that I aiming to practice in my daily life, even with the small things. Thanks for posting!
Kaylin,
Thank you so much! By the way, I took a peak at your blog and was blown away by your incredible pictures of India. Warmest regards on your simplicity journey!
Thank you Sheryl!!
So true! I have often marveled at how I can make some big decisions with the snap of a finger yet agonize for days on what bathroom scale to buy. The number of options definitely had something to do with both scenarios. A huge decision with just a few options and I immediately know what needs to be done. But faced with a infamous number of choices and access to consumer reviews and I get paralyzed. I have found limiting my options intentionally helps (deciding I was no longer wearing high heels anymore, deciding to purchase what’s available locally at one store and only buying a few things at the grocery store a week).
Well said! It is rather remarkable how we can agonize over lesser decisions. By the way, Tania, I am so looking forward to following you on Simple Life Edit!