we find useful in thinking about consumer decision-making in general, namely whether the most important aspect of the consumer experience depends on the process of choosing or using.

But Schwartz and his colleagues62 find that the paradox mostly applies to people they call “maximizers”—those who habitually try to evaluate all the options, seek out more information, and make the best choice (or “maximize their utility,” as economists would say). Other people—“satisficers”—are more laid back about choice. They evaluate an array o