More is better, right? Not really. Barry Schwartz has written an entire book on the subject, entitled The Paradox of Choice: Why more is less. In his book, Schwartz highlights two major drawbacks to having more choice:

  1. More options create decision paralysis
  2. We are ultimately less satisfied with the choices we make

More options create decision paralysis

Daniel Kahneman, another psychologist, is most well known for writing Thinking: Fast and Slow which popularized a dual process model explaining perception and decision making in two distinct systems:

  • System 1
  • System 2

Not exactly creative names, but they serve their purpose.

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