The world is of unlimited choices. It seems to
be logic that when a person has more options in their choice domain, they are
better off. But the question now is, do more choices create troublesome or the
perfect solution? I went to the supermarket a few days ago. I was asked to buy
juice drinks, and as I stood in front of the rack, I was stunned. There are so
many choices of juice drinks varied from the brands, flavor, sugar content,
packaging and so on. I was not given instruction of which specific drink to buy,
but instead “juice drinks” was the only piece of information given by my mum.
The paradox of choice introduced by Schwartz
(2004) concluded that some choice is good, but it doesn’t mean that more choice
is better because we can be easily overwhelmed by the options, hence no choice
is made or you might end up making the worst choice. Not just affecting the
decision, but we can be "mentally abused" and have doubt of our
decision made, especially when it requires immediate feedback.
However, Tom Harford questioned this theory in
the year of 2009 that the initial findings were merely social science that does
not replicate. If it is the truth that choice is bad, then why does Starbucks
boasts over 80,000+ drink combinations or why do the supermarkets offer
numerous varieties of snacks or even nearly-identical yogurt and milk products?
The marketers or entrepreneurs should have taken advantages on this theory and
only offer limited products, but in fact, there are millions of choices out
there for us to make.
Let’s come back to the story. So I stood in
front of the rack for 15 minutes, did countless battle of the choices inside of
my head choosing the best drinks. In the end, I managed to buy the drink that
wins the battle, hurray! The process was kinda time-consuming, but I was very satisfied that I have chosen the best of all.
In life, we will make countless decisions that
some might bring greatest impact to our life. It’s good to have choices, but it
is even better when we are determined of what we are supposed to do and choose
the option that sticks best to our planned schedule. Yes, sometimes choices can
paralyze us with anxiety and torture us. But sometimes, it can reduce our
anxiety by making us feel like we have searched exhaustively, and now we’re ready
to buy.
References
[Accessed: 14th July
2017]
[Accessed: 14th July
2017]
By: Yau Che
Yan, BAF1541
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