I read an article in the New Yorker that discussed the paradox of having to many choices. It had a bunch of stats about how people are 10 times more likely to buy jam when given six samples of different jams than when give 20 samples of jam to choose from.
It seems as if people become paralysed because of their inability to make decisions. Restaurants are a prime example. Rationally people are maximisers. They want the best on the menu, when the menu is long it is more likely that you will be able to find the perfect meal, but the chances of not getting the best thing on the menu goes up. People are afraid that by choosing one thing they are missing out on something better.
There were studies done in the 50's that demonstrated that new car buyers would continue to read brochures about the car they purchased, but would avoid looking at brochures for other cars in order to avoid buyer's remorse. There are people I know that, when in restaurants need to stop looking at other people's food, and quit regretting the choice that they have made for themselves.
The secret is to be a satisficer not a maximiser, to accept something that is great rather than be stuck searching for something that is perfect.
-Gary, this post is long enough
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