In the modern world, having plenty of material choices is considered a great achievement, it is a sign of progress — according to most people. But … is it really? We have been brought to believe that having a larger number of choices to choose from is a wonderful thing, it is a bringer of greater satisfaction. Nothing can be farther from the truth, as absurd as it might sound. It’s not only my opinion, it has been proven by learned scholars.
Scenario: You go to the supermarket to buy some toothpaste but your usual brand is not available at present, or you are in a country where they have different brands. You go to the correct isle and start looking around. All you see is a display of numberless names and you don’t know which one to pick. You want the best, yet you are afraid of making a mistake.
Let us now ask: “What is choice?” We may say that it is an act of selection, it is the possibility to decide between more than one ... whatever you have to decide upon (things, opportunities, behaviors etc.). If you want to buy a beauty cream or a shampoo, you would not be too happy if, going to the store, you found only one brand available. You must buy Y while your favorite brand is W. But W only makes hand cream, not face cream, so you are compelled to purchase something you are not too thrilled about, and wish for more possibilities to choose from. You feel you are not free, because your choice is an “obligatory” one. And you are right. Then brand W decides to start manufacturing face cream as well, beside its old “hand” product, and you are happy. Now you can decide, feeling in control, as well as independent from any outside compulsion.
But also Z, that until yesterday only produced make-up, decides to start manufacturing face cream. Well, it is still a good thing — actually, it is even better because now you have three products to choose from.
It all started in this way! Till, let us say 10 or 20 years ago, there were three or four brands that offered you creams, shampoo, salad dressing, dishwashing soap, deodorant etc. Now — please — just go to any supermarket and take the time to “count” all the brands that display such items. If you have never noticed before, do it now and you will be surprised.
The number of choices have grown exponentially and you find yourself drowned in a sea of names, some well known but quite expensive, others not so well known and cheaper (but they swear that their quality is excellent, too). What to do? Unless you are an “aficionado” of W or Y or Z, you will face a problem every time you go shopping. And even if you are an “aficionado,” you might be tickled by the curiosity of trying something new, every now and then. If you do, you will be hooked. It would not be a problem if, after an elaborate research, you finally choose the “perfect” product, and are satisfied with it. But you are not, no matter how good the new dishwashing soap is: You will have the nagging feeling that — had you chosen J instead of K — the smell would have been nicer, or your hands would have felt softer, or there wouldn’t have been so much annoying foam to deal with.
Therefore, after the euphoria of feeling “free” to choose among so many possibilities, you often experience a kind of regret for not having chosen a possibly better product. “There were so many on the shelf” you say, “Why didn’t I pick another, better one?” Therefore, when you go shopping, you are first confused, then you start expecting to find nothing less than “perfection” (what else, among hundreds of items available?). But you are regularly disappointed because perfection is not the result you get from your new purchase. The jeans are not as comfortable as you expected, the soap’s scent is too strong, the spaghetti, while being boiled, become too soft too quickly, the salad dressing is too spicy or too sweet …
Finally, you end up blaming yourself for not having been smart enough to detect the “best” product, while you should have been. After all, it isn’t too difficult to make a choice, is it? After all, isn’t you who want to feel free to choose? Here you are. Now you are “free.” Choose but … be careful. You also need to be happy with your choice!
E-mail: [email protected]
Blog: recreateyourlifetoday.blogspot.com
Creative Thinking: Choice: Pros and cons
