Barry Schwartz’s contemplative analysis of the power of choice is both insightful and interesting in the way his theory on official dogma functions beneath the surface, lurking in the shadows of consumers’ minds. It is a truth that is all around us but never spoken of. We have all been in that situation where we took a trip to Wal-Mart for a new tube of toothpaste and discovered an entire aisle of paste, a giant wave of choices to clean our mouths. I certainly agree with Mr. Schwartz and his theory that increased choice comes from the belief that individual freedom makes people live better lives. This can be seen in the way affluent, developed countries like the United States have fought for freedom and have choice as opposed to third-world, developing countries that have very little individual freedom and consequently little choice. But I think the real problem is rooted not in the increase of choice, but in the human nature of wanting the thing that you don’t have. It is a ‘grass is always greener on the other side’ kind of cliché that always leaves consumers with a strong sense of remorse.

Mr. Schwartz goes on to describe some negative consequences or effects of the paradox of choice. He first claims that the freedom of choice produces paralysis. Consumers become so overwhelmed with choices that they simply can’t decide on a single choice. Although I can see how this manifests itself in everyday shopping, I think that another effect of this paralysis could be that consumers then buy too much. Too often people can’t come to a decision and so they select several of their top favorites to calm their indecisiveness. This is seen in variety packs, combos, and a wide assortment of packaged deals that include several different items. But I think that this only applies to low-level involvement purchases. Large ticket items like automobiles, TV’s, and furniture are typically associated with only one significant purchase.

The second affect Mr. Schwartz describes of the paradox of choice is the ‘buyer’s remorse’ or regret they experience after making a decision because there is always the other product that could have been better. Schwartz claims if we were to reduce the amount of choice, people would be more satisfied with their decisions. But maybe it isn’t the level of choice that needs to be adjusted. Perhaps the real problem lies in human nature to always want the thing that they don’t have. I feel that this might be the true reason because the materials of this world never truly satisfy a human being. Business men are always trying to earn more money, celebrities are always buying new cars and yachts, and lower and middle class citizens are always trying to move up the socio-economic ladder. It seems like an endless effort to have more. And maybe that is what Mr. Schwartz is tapping into – our human nature. I’m not sure what the solution to a problem like this is. I can easily say that individuals should simply decide in their mind enough is enough and be satisfied, but that is a simplistic solution. So maybe Mr. Schwartz is correct in finding a tangible culprit like choice and resolving to reduce it.

I recall a time when the paradox of choice took its hold on me forcing me to settle for a pair of shoes that met only my minimal standards. It was back over the Christmas break, and I was in desperate need of a new pair of shoes; my old ones were on their death bed. I decided to shop around a bit to find the nicest style at the lowest price because I am a fairly frugal individual. The first store I visited I discovered a pair of shoes that I enjoyed for a decent price. But I decided to wait because I figured I could find another pair just like them for a cheaper price. A half a dozen stores and my entire Saturday later, I was left with the choice between fifteen different pairs all within the same price range. The experience left me paralyzed, much like Mr. Schwartz describes. I actually settled on the very first pair I discovered, but of course the regret settled in after I made the purchase. Perhaps if I had purchased the very first pair because I had no other choice I would not have wasted my Saturday and gotten into a bad mood. Oh, the life of a consumer.