Abstract. Barry Schwartz defined the paradox of choice as the fact that in western developed societies a large amount of choice is commonly associated with welfare and freedom but too much choice causes the feeling of less happiness, less satisfaction and can even lead to paralysis.

First effect: it creates paralysis, rather than liberation. The second effect: is that even if we manage to make a choice, we end up less satisfied with the result of the choice than we would be if we had fewer options to choose from. You just studied 3 terms!

The Paradox of Choice – Why More Is Less is a book written by American psychologist Barry Schwartz and first published in 2004 by Harper Perennial. In the book, Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers.

More choices lead to more cognitive dissonance because it increases the chance that the decision-maker made the wrong decision. These large array situations cause the chooser to feel both enjoyment as well as feel overwhelmed with their choices.

A new study has shown people prefer fewer options to more — but only to a certain extent. Overall, people think they like to have more choice, but it actually causes more stress to make the ultimate decision. The sweet spot is probably 8 to 15 choices. Too few and we feel cheated; too many and we’re overwhelmed.

So What’s the Optimal Number of Choices? Famed Psychologist George Miller suggests that the magic number is seven, plus or minus two. That’s how many options our mind can process at a single time, according to Miller’s landmark research from the 1950s.

Making Better Choices Conversely, having fewer options can lead to greater clarity and can help you to make better decisions. Another way to improve your reasoning about different choices is to start with fewer choices.

Make a list of the potential negative consequences of choosing each option, both in the short and long term. This is a good way to narrow your decision if you feel you genuinely have 2 great choices and can’t go wrong. Consider any opportunities that might close to you if you went with 1 choice.

If you are asking for the word, it is ultimatum. That is when someone says things like “ it’s either your drinking /friends/ family/ hobby/ job or me”.

Dichotomy

To be between the sword and the wall. Definition: To be in a difficult, if not impossible, situation.

dilemma

– a situation in which a difficult choice has to be made between two different things you could do: Dilemma seems to have a negative connotation but you could predicate it with “happy” as in happy dilemma. Typically such situations are referred to as “Good problem to have”.

Faced with two equally dangerous or difficult choices or circumstances: “Trying to please two supervisors is like being between a rock and a hard place.” This phrase dates from the early twentieth century.