Too Much Choice

Posted on January 7, 2007  Comments (1)

When Choice is Demotivating: Can One Desire Too Much of a Good Thing? by Sheena S. Iyengar and Mark R. Lepper:

In 1830, Alexis de Tocqueville commented that, “In America I have seen the freest and best educated of men in circumstances the happiest to be found in the world; yet it seemed to me that a cloud habitually hung on their brow, and they seemed serious and almost sad even in their pleasures.” (p.536) More than one hundred years later, we are confronted with empirical findings which may support the paradox that de Tocqueville observed.

The three studies described in this report demonstrate for the first time the possibility, that while having more choices might appear desirable, it may sometimes have detrimental consequences for human motivation.

See more on this from our management blog: The Psychology of Too Much Choice.

Related: Choices = HeadachesThe Paradox of Choice: Why More Is Less (videocast)

One Response to “Too Much Choice”

  1. CuriousCat: The Decoy Effect
    February 4th, 2008 @ 8:06 am

    “The human brain, however, always seeks simple answers…”

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