The Paradox of Choice is a mental model suggesting that having many options to choose from, instead of making people happy and ensuring they get what they want, can cause them stress and problematize decision-making.
This mental model was popularized by American psychologist Barry Schwartz in his 2004 book 'The Paradox of Choice – Why More is Less'. He argues that eliminating consumer choices can greatly reduce anxiety for shoppers. A good example would be in a grocery store: a shopper is looking for a simple jar of honey, but instead of one or two brands, they have thirty different brands, types and price points to choose from. This overabundance of choice can cause paralysis and dissatisfaction due to the stress of choosing and the fear of making the wrong choice.
Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.
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