Fewer options is better than...
The researchers say other studies show that when we start with fewer options we don’t tend to ruminate on other choices, or even compare options. We simply like what we get.
When people have no choice, life is almost unbearable. As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.
BARRY SCHWARTZ, The Paradox of Choice
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