In other cultures, individual choice isn’t necessarily valued so highly, and this different approach can have a major impact on how people cope with difficult decisions.

Autonomy and freedom of choice are critical to our well being, and choice is critical to freedom and autonomy. Nonetheless, though modern Americans have more choice than any group of people ever has had before, and thus, presumably, more freedom and autonomy, we don't seem to be benefiting from it psychologically"

– Barry Schwartz, The Paradox of

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The term “choice overload” was coined by the American writer Alvin Toffler in his 1970 book Future Shock. The book was about how people were, at that point, grappling with “too much change in too short a period of time.” Toffler predicted that, as industrialization intensified, the people of the future (which is to say, us) would suffer from a... See more

Research has shown that this mechanism, known as “expectation-disconfirmation,” is a big driver of choice overload.

There is a widespread assumption that more choice equals more freedom, which many regard as a positive. But the empirical evidence on choice overload contradicts this idea. In many cases, more variety makes our lives harder and less pleasant.

One study found that offering shoppers more than 22 options increased the likelihood that they would not make any choice.18

For example, one study found that people who chose from a large portfolio of vacation destinations were less satisfied and more regretful of their decision than those presented with fewer choices.17

When we do eventually make a decision, choice overload increases the likelihood that we’ll experience post-choice regret.

After a long day of exhausting decision-making, your brain starts opting for shortcuts