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“If you seek and accept only the best, you are a maximizer,” writes Schwartz. I tend to wear my jeans until theyʼre falling apart on my body, so it had been quite a while since my last purchase. To avoid the escalation of such burdens, we must learn to be selective in exercising our choices. “You are free to make whatever choice you want, but you are not free from the consequences of the choice.” As I encountered one attractive alternative after another, each new alternative just reduced the potential pleasure I would feel after I made my choice. ~Barry Schwartz in Paradox of Choices Which is no small matter. I bring my son to work and let other parents do the same. The paradox of choice is our inability to choose when presented with a lot of options, even though we like to have plenty of choices. Good enough is the best – become a satisficer. Much of human progress has involved reducing the time and energy, as well as the number of processes we have to engage in and think about, for each of us to obtain the necessities of life. “Maximizers need to be assured that every purchase or decision was the best that could be made.” Satisfi… The paradox of choice is the idea that too many choices can make people less happy. “Learning to choose is hard. In The Paradox of Choice, Barry Schwartz explains why too much of a good thing has proven detrimental to our psychological and emotional well-being. Synthesizing current research in the social sciences, he makes the counterintuitive case that eliminating choices can greatly reduce the stress, anxiety, and busyness of our lives. Be brave and bold with the choices you make. — quoted from Ch.5, The Paradox of Choice, 2004. Choice is what enables us to tell the world who we are and what we care about.”, “But knowing what we want means, in essence, being able to anticipate accurately how one choice or another will make us feel, and that is no simple task.”, “Nobel Prize–winning psychologist Daniel Kahneman and his colleagues have shown that what we remember about the pleasurable quality of our past experiences is almost entirely determined by two things: how the experiences felt when they were at their peak (best or worst), and how they felt when they ended.”, “I think that in modern America, we have far too many options for breakfast cereal and not enough options for president.”, “Most people give substantial weight to anecdotal evidence, perhaps so much that it will cancel out positive recommendations found in consumer reports. Learning to choose well is harder. ― Barry Schwartz, The Paradox of Choice: Why More Is Less. In The Paradox of Choice, Barry Schwartz explains at what point choice - the hallmark of individual freedom and self-determination that we so cherish - becomes detrimental to our psychological and emotional well-being. If your goal is to get the best, then you will not be comfortable with compromises dictated by the constraints imposed by reality. In particular, increased choice among goods and services may contribute little or nothing to the kind of freedom that counts. The paradox referred to in the title is all about how (offering) more choice can sometimes mean fewer sales. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied. So we now face a demand to make choices that is unparalleled in human history. 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