Decisions
and emotions
Life is one decision after another. What shall I wear today? Which
newspaper articles shall I bother reading? That’s before the weightier
decisions. Should my partner and I have children? Should I start
a pension? Having a choice ought to be a good thing – it’s a form
of freedom after all. In the past a lot of decisions were made for
us, whether it was working for the family business or who we
should marry (choices which are still imposed in some cultures). But
today’s plethora of choices also brings disadvantages. In contempo-
rary Western cultures we’ve experienced an explosion of choice so
extreme that it can become overwhelming. A stroll down the aisles
of the local supermarket reveals a dizzyingly diverse selection of
products to choose from. Accompanying this abundance is an array
of advice and information. No longer is it deemed prudent to book a
hotel, for example, without reading the online views of former guests.
And just when you think you’ve found the ideal place to stay, there’s
always that one disgruntled comment to put you off.
Spoilt for choice
One reason too much choice can be problematic is that it increases
so-called opportunity costs. If you can holiday anywhere you like in the
world, then once you’ve selected a single destination you’ve automatically
and simultaneously forfeited the opportunities offered by all the other
potential places. Plump for a city break and you’ve inevitably forfeited
the chance to relax on the beach. This situation is particularly perplexing
for people who are determined to make the best possible choice, dubbed
“maximizers” by Swarthmore College psychologist Barry Schwartz, as
opposed to those who are happy to make a good-enough choice, known
as “satisficers”.