I am old enough to remember when making choices was a much simpler task. When I was a kid, probably six or seven years old, the end of the school year meant choosing my summer sneakers. My mother and I would go to the local shoe store to select them. There was one brand of sneaker available. The choice was which of three colors to choose. Actually, there were only two choices because I knew better than to choose white. White sneakers would look good for about a day. That left a choice of either navy blue or red. And I used to agonize, which would I like longer. I knew I would get sick of either choice after a while, but if I chose well enough, I could postpone that inevitable ennui.
Here’s another example from my youth. I remember when there were two types of bicycles, American, with one speed and braking with a reverse pedaling action, and English, with three speeds and handlebar clutch-brakes. By the way, English bikes only came in black and they were more expensive.
And today? I cannot think of a product that does not offer multiple choices. Imagine only two or three choices of sneakers! Or bicycles! Just think of any product and many options come to mind. Shampoo, dog food, toothpaste, television sets, smart phones, cat litter, and on and on.
Psychologist Barry Schwartz gave a Ted talk in July 2005, entitled The Paradox of Choice. He argued that the premise that more choice creates more freedom for customers or citizens, and therefore more of what he calls welfare, is a fallacy. Instead, he suggests that too much choice paralyzes and distracts us, and instills in us unreachable expectations.
The amount of choice in many aspects of our lives has not changed since 2005. So what to do? Here are some suggestions. First one has to recognize the implicit message of finding the perfect choice that will bring you ongoing bliss. Material objects can bring a rush of pleasure, but sustained bliss? Don’t fall for this enticement.
Next, think of setting parameters. For example, do you have a price range within which you are willing to spend? How important is quality? There are many aspects of various products so it is not possible to name all the criteria or parameters to consider. Another big one might be clarity about what you want or need from this product. Sustainability? Size? Color? And so on. Prepare yourself with some appropriate answers before you shop. I believe you will have more peace of mind and enjoy more satisfaction with your choice. And know, as I did when choosing my sneakers, you will never find perfection in material objects and accept “as good as.”