Our entire market economy is based on one idea, the more choice you have the happier you get. But science suggests we’re going against human nature. In fact, too much choice can actually make you sick.
Now one man is taking a stand; Barry Schwartz has worked out that a certain increase in choice does make us more satisfied but once you get beyond that satisfaction declines sharply.
Nick knows all about this. He’s what’s known as a maximiser and he cannot decide which of anything to buy without weighing up the pros and cons, and agonising over what he should do pre-purchase and then agonising about what he might have missed out on afterwards - up to the point of developing depression. So what’s the ideal amount of variables we as humans can handle?
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