The other day, I went to this restaurant. They gave me three menus with pizza, pasta, fried rice, noodles and what not!
I sat there shuffling menus for five minutes unable to decide. I thought pasta, but I was also craving pizza.
This is one example of what Barry Schwartz calls ‘The choice paradox’.
With so many options to choose from people find it difficult to choose at all.
Today when you walk into a restaurant and ask for a simple sandwich, you must face at least three questions before you get it. Do you want white bread or brown bread? Single cheese or double cheese? Chicken or beef?
With so many choices, our satisfaction also diminishes. Because your expectation goes up. What you got was good, but it wasn’t perfect.