The Paradox of Choice was a strange book to read. I thoroughly enjoyed the first third of each chapter, but Schwartz belabors his points. Chapter One contains an example:

• “I found 85 different varieties and brands of crackers” with descriptions of the variations – sounds silly, doesn’t it.
• “285 varieties of cookies.” Yeah – it’s funny to think about.
• “Across the aisle were juices – 13 sports drinks,’ 65 ‘box drinks’ for kids, 85… 75…” I see how choices can become overwhelming.
• “95 options” of snacks, “15 flavors” of water, “61 varieties of sunscreen… 80 different pain relievers… 40 car stereo systems…” Enough already. I get it.

Choice provides control and happiness until it doesn’t
Schwartz points out that choice is vital to a sense of control and therefore to happiness, but there’s a point where the benefits level off and begin to drop. If you’re dedicated to getting the “best deal” all the time, you’ll be stressed out and make yourself miserable by second guessing your decisions.

“A majority of people want more control over their lives, but a majority of people also want to simplify their lives. There you have it – the paradox of our times.”

Achieving happiness
Researchers have been learning how to measure happiness for decades. Poverty is misery, but there’s a point at which more money doesn’t yield more happiness, either for an individual or a society. How these studies are conducted is interesting. I thought about articles I’ve read that Millennials are less willing to pursue an “American Dream” based on acquiring stuff, and more interested in urban living for it’s social resources than my old generation – but these points were not in Paradox (unless they were buried in the sections I skipped.)

“What seems to be the most important factor in providing happiness is close social relations.” But these impose burdens, requirements for fidelity and support that reduce choice. Here less choice leads to lesser short term control but more long term happiness. I’ve read that just talking to anther person raises your blood pressure, so we’re motivated to avoid close relationships – I thought about the book Bowling Alone – but these points were not in Paradox (unless they were buried in the sections I skipped.) Continue reading →