Schwartz, B. (2004). The tyranny of choice. Scientific American, 290(4), 70-75.
Summary
This article relates the theory that too much choice leads to unhappiness. A maximizer is a person who always tries to make the best choice possible. A satisficer is a person who settles for a decision that is “good enough” (satisficing comes from Herbert Simon. The author developed the Maximization Scale, measuring the propensity of people to maximize, and a proneness to regret scale. High maximizers tended to also have high regret. Maximizers are less happy than satisficers and more prone to depression.
Application
Helpful advice for maximizers… When making an unimportant decision, restrict your choice options. Learn to settle for “good enough” rather than the best. Once you’ve made a decision, stop comparing it against other alternative choices. Keep expectations low. This theory also has repercussions regarding choice overload.
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