Jeans that fit perfectly. The ideal show to watch for a Tuesday night. Your one and only soulmate. Modern life promises that with enough options, you will happily find the best of everything.
But behavioral scientists say the increasing flood of choices - whether it comes to shopping, social lives or relationships - is doing the opposite.
The idea that more choice is better is baked into Western culture, but research shows that having more options can make people anxious, indecisive and, paradoxically, less happy with what they pick, said Barry Schwartz, an emeritus psychology professor at Swarthmore University and author of "The Paradox of Choice.”
"There have been hundreds of studies showing that there can be too much of a good thing,” Schwartz said.
To minimize the mental noise, he said, limit the number of choices you make and your brain will thank you for it.
