Swarthmore professor Barry Schwartz is the guru of too many choices. His book “The Paradox of Choice” puts forth the argument that, the more choices there are, the more unhappy we’ll be with whichever one we choose. Check the video above (long, but worth watching–especially for his hilarious cartoons) to hear him talking about option excess in the salad dressing aisle, the cell phone store, and his inspiration for the book, something to which we can all relate: shopping for jeans. More specifically, how he found the experience of standing before a wall of options so overwhelming as to leave him longing for the days when jeans came in only one style, only one wash–and not an especially flattering one, at that. He talks about how having so many choices makes picking any one a million times harder than it should be (hello, analysis paralysis), and about how in the face of so many options, there’s no way NOT to come out of the store worrying that the perfect pair was actually one of the ones he’d left discarded on the dressing room floor, or one of the ones he never even got around to trying on. He calls that phenomenon “opportunity cost.” We call it those nagging daydreams about the road not traveled.
The thing is, he’s talking about buying jeans. And yeah, buying jeans is stressful (who wants to wind up with a black bar over her face as a Glamour “Don’t”? More to the point: these days, most of us can only afford one new pair of jeans, if we’re lucky–so if we pick wrong, we’re stuck with the “Don’t”)… but that’s buying jeans. Now extrapolate that stress, that overwhelm, that angst to the ultimate question: What Should I Do With My Life?
Is it any wonder that we’re all in such a state?