THE OVER-CHOICE DILEMMA

There are so many choices available to me in the shops these days — it has cured any shopping urges I might have! The bewildering options exceed my retail skills, and I quickly feel out of my league. At what point is there too much selection?

Consider Baskin Robbins and their 31 flavours of ice cream. The more selection, the more I just chose chocolate. But right after that I start to regret my decision and wonder if mint chocolate might be better, or whatever my friend ordered. I much prefer less than ten possibilities and shy away from too much variety. Ever noticed in high end brand outlets how limited the range of goods is? Similarly, many retailers and restaurants are restricting their product range or menu choices.

“Two psychology researchers (Schwartz and Ward) suggest the following strategy to manage the over-choice dilemma and the cognitive dissonance (buyer’s remorse) you often feel after doing some retail therapy.

Their suggestions are:

Ø You can learn to be satisfied, and accept ‘good enough’ (e.g. not worry about getting the best trainers, teachers, extra activities for kids, but worry about being there for them).

Ø You can lower your expectations. The reality of any experience can suffer from comparisons. Unfulfilled but unreasonably high expectations are the yellow brick road to depression.

Ø You can avoid social comparisons and set our own standards.

Ø You can regret less and be grateful for what is good in life.

Ø You can practice meta-choice and learn when choosing is worth it. This way we will only be a maximizer when it comes to something that really matters.

Ø You can try to stick to your choices and not change your mind. This is another way to reduce anxiety.

Ø You can learn to love constraints. Perhaps some constraints (imposed by relationships, having kids and having a regular job) are a blessing, because they reduce our sets of possible choices. If we create and follow a rule for something, we don’t need to make decisions.

Ø You can remember that choice only increases freedom up to a certain point, beyond which it actually restricts our freedom.”*

Try uncluttering your over-choice dilemma: less choice and more gratitude is a better option.

Physically distance (when appropriate), never socially distance.

Reflection Source: www.Smallercup.org

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*: Schwartz, B., & Ward, A. (2004). Doing Better but Feeling Worse: The Paradox of Choice. In P. A. Linley & S. Joseph (Eds.), Positive psychology in practice (pp. 86–104). Hoboken, NJ, US: John Wiley & Sons Inc.