When Choice Hurts

when_choice_hurtsMany people revel in the fact that they enjoy unlimited choices, especially in expanding possibilities using the Internet. These choices seem to make all the world accessible. However, the human mind is not made to deal with such a vast array of choices. It often causes overload and frustration.

Subscription11Unlimited choice,” notes sociologists Barry Schwatz, “I believe, can produce genuine suffering. When the results of decisions – about trivial things or important ones, about items of consumption or about jobs and relationships – are disappointing, we ask why.” (Barry Schwartz, The Paradox of Choice: Why More is Less, New York: Harper Perennial, 2004, p. 201.)