Paradox of options

If you go to your local supermarket, you will find too many shelves with too many options. I am almost sure that you have never seen all the products they have in their collection. If you start looking for all the options you have, it is almost impossible to make the optimal choice. Then you will either choose the brand you are familiar with or the product you have always chosen. The odds are in favor of the latter option. During the day, you will have tens of these kinds of decisions to make.

Some freedom is a good thing

Most people think that increasing the number of options is mostly a good thing. The world has changed from life with limited options to unlimited options. This change has a cost. You have limited bandwidth in use in your brains. You will get problems with too many options faster than you think. Your decisions will have three different bad outcomes if you have too many options. They reduce the number of decisions you make, they lower the quality of decisions, and the satisfaction you get from them.

Complexity increases all when you increase the number of options. Some complexity is good, but too many different options bring you analysis paralysis. Each added option multiplies the amount of work and time you use for making a decision. You cannot make any decision after a certain amount of options. What happens is that you use lots of time to make a decision that never materializes. And this time is away from other tasks or decisions. Sometimes not making a decision is a good thing. There are decisions you should not make. If the outcome of not doing the decision is better than the cost of lost time, your outcome becomes better and indecision is a blessing.

Too many options create another unwanted consequence. The quality of your decision becomes lower. Too many options can create a situation where you make a decision that is based on less important parameters. Mating is one of these situations. You might encounter many approachable possible partners in a nightclub. The odds of a decision based on outer appearance grow higher. And the outcome will have less quality. If you are trying to find a partner, you can probably increase your odds by going to a party with a smaller amount of possible partners and make a better decision.

Too many options bring less satisfaction. This is maybe the weirdest negative outcome. Why doesn´t it bring you more satisfaction because you have put more effort into making a decision? One reason for this is that you can imagine that many of your options could have been better than the option you chose. You are more interested in what you could have lost than what you did gain from your decisions. The attractive parameters of other options are more represented in your brains than the attractive parameters of your choice. You will start regretting immediately after the choice you made. These are some of the reasons why fewer options after a certain point mean higher satisfaction.

Sweet spot

Any decision you make has its sweet spot in which there is an optimal amount of options available. In this spot, the number of decisions, quality of them, and the satisfaction you get from being optimal. When you have a single option, you feel disregard for the decision. After you have added enough options, you will arrive at your sweet spot of options. If you will add more options after your sweet spot, each of them is bad for the quality of your decision. You can add options forever, but the result is that the odds of having a good outcome becomes smaller.

Sweet spots differ from decision to decision and from person to person. This makes them hard to find. The process of trial and error will help you find them. This requires situations that repeat each other. The problem with this process is that it consumes time. And your time is limited. You have to make decisions about considering your options. These decisions can be more important than your last choice.

More information about the topic you can find from Barry Schwartz´s book Paradox of choice or his interviews on Youtube.

Until next time,

-TT