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The Overwhelmed American,
This review is from: The Paradox of Choice: Why More Is Less (Paperback)
I remember reading about ten or twelve years ago of Russian immigrants to America who were overwhelmed by the choices in the average supermarket. Accustomed to a choice of cereal or no cereal, they became paralyzed when confronted with flakes, puffs, pops, sugared or not, oat, wheat, corn, rice, hot or cold, and on and on. Now, according to Barry Schwartz, we are all overwhelmed by too many choices.
No one is immune, he says. Even if someone doesn't care about clothes or restaurants, he might care very much about TV channels or books. And these are just the relatively unimportant kinds of choices. Which cookie or pair of jeans we choose doesn't really matter very much. Which health care plan or which university we choose matters quite a lot. How do different people deal with making decisions?
Schwartz analyzes from every angle how people make choices. He divides people into two groups, Maximizers and Satisficers, to describe how some people try to make the best possible choice out of an increasing number of options, while others just settle for the first choice that meets their standards. (I think he should have held out for a better choice of word than "satisficer.")
I was a bit disappointed that Schwartz dismissed the voluntary simplicity movement so quickly. They have covered this ground and found practical ways of dealing with an overabundance of choice. Instead of exploring their findings, Schwartz picked up a copy of Real Simple magazine, and found it was all about advertising. If he had picked up a copy of The Overspent American by Juliet Schor or Your Money or Your Life by Joe Dominguez and Vicki Robin instead, he might have found some genuine discussion of simple living rather than Madison Avenue's exploitation of it.
I enjoyed the first part of The Paradox of Choice, about how we choose, but the second half, about regret and depression, seemed to drag. Fortunately, I was able to choose to skim the slow bits and move right to the more interesting conclusion, about how to become more satisfied (or "satisficed") through better decision-making.