The Tyranny of Choice | 11/10/08

Author Barry Schwartz, who wrote "The Tyranny of Choice" focuses on how the unlimited amount of options given to citizens can hinder our personal values not make us feel better. Schwartz believes that when given too many options of the same product we become confused and overwhelmed with all of these options leaving us confused on what product is the best, or fitting for our personal needs. Barry Schwartz believes that there are two types of people: maximizers who want the best and will settle for nothing less; and the satisficers who will settle with what works best for them regardless of whether it is the "best" product out there. After conducting many surveys, Schwartz found that the maximizers are more likely to regret their decisions on products because once they have it, they realize it wasn't all that it was made out to be; his studies showed that the satisficers are more likely to be happy with their purchase because they are not expecting more than what they knew that they were purchasing.