Why too much choice is stressing us out

From jeans to dating partners and TV subscriptions to schools, we think the more choices we have the better. But too many options create anxiety and leave us less satisfied. Could one answer lie in a return to the state monopolies of old?Once upon a time in Springfield, the Simpson family visited a new supermarket. Monstromart’s slogan was “where shopping is a baffling ordeal”. Product choice was unlimited, shelving reached the ceiling, nutmeg came in 12lb boxes and the express checkout had a sign reading, “1,000 items or less”. In the end the Simpsons returned to Apu’s Kwik-E-Mart.In doing so, the Simpsons were making a choice to reduce their choice. It wasn’t quite a rational choice, but it made sense. In the parlance of economic theory, they were not rational utility maximisers but, in Herbert Simon’s term, “satisficers” – opting for what was good enough, rather than becoming confused to the point of inertia in front of Monstromart’s ranges of products. Continue reading...

Source: Guardian Unlimited Science - October 21, 2015 Category: Science Authors: Stuart Jeffries Tags: Health & wellbeing Psychology Consumer affairs Dating Schools Internet Technology Pensions Life and style Source Type: news