Paradox of Choice

More options lead to worse decisions, more anxiety, and less satisfaction — not more freedom. Choice overload paralyzes rather than liberates.

• Iyengar's jam study: a display of 24 jams attracted browsers but only 3% bought; a display of 6 jams led to 30% purchasing.
• Retirement plan enrollment drops as the number of fund options increases — more choice produces less action.
• Spending 45 minutes scrolling Netflix and watching nothing — the abundance of choice has made choosing impossible.