The Paradox of Choice

Psychologist Barry Schwartz argues that the sheer number of options in modern life, from buying jeans or coffee to picking a doctor or a 401(k), tends to raise anxiety rather than satisfaction. Drawing on research across the social sciences, he explains the point at which choice, a hallmark of individual freedom, begins to harm psychological well-being, feeding inflated expectations, self-blame and paralysis. He analyzes two types of decision makers, maximizers and satisficers, and draws on research by Daniel Kahneman, partly with Amos Tversky, on how memory and rules of thumb shape choices. He also offers eleven practical steps for narrowing options to a manageable number. Harper Perennial first issued it in 2004, with a paperback following a year later.

Mark Manson put it among his nine best books on psychology, saying its finding that more options often leave people less content has large consequences for life in an age of abundance. Sumo founder Noah Kagan included it on his list of 18 books that changed his life.