Choices, choices, so many choices!

What is your reaction when you are inundated with too many choices? We got to thinking about this subject recently when we went shopping for some everyday things, toiletries and clothes. It made us realize the vast array of choices that are available to us.

I (Lynn) wanted some lip balm for my chapped lips. I got caught up in exploring all the choices – well, not all, because there were nearly a hundred choices! Out of curiosity, I checked if there were harmful chemicals in the lip balms or if they were natural, scented or flavored, had sunscreen, were medicated or not or even if the products were tested and produced any harm to animals. It was nice to have choices but I got caught up in the confusion of “choice overload”. Yikes! I almost wished I had been in a little country grocery store and had only one choice – quick decision and I would be out of there.
Then Doug was looking at buying a pair of jeans. The concept of many choices arose again. It seemed amazing with so many choices of color and style – bootleg, straight cut, stretch, etc., and some even “decorated” with holes.

As we continued shopping we noticed that every aisle was packed with product choices.
Making choices seems to be getting more and more involved. Remember when life was simpler? When you were a child you probably just blurted out your choice with confidence, “I want the red ones!” You didn’t care so much what other people thought. You liked your choices and that was all that mattered.

Then we all grew up and started being deluged with ads for this, that and everything – way more choices for things that tell us what we need. It has gotten complicated, hasn’t it? Now we may care about what other people think. We also have Google searches to give us lots of research, facts and figures and lots of differing opinions, all within seconds! Now we even need to make choices on what and whom we will trust for information. Here’s a little background on making choices.

Nobel Prize-winning economist, Herbert A. Simon combined the words “satisfying” and “sufficing” to come up with “satisficers” as people who make choices by what meets the essential needs they want to gain or preserve in a situation. On the other hand, “maximizers” make choices by refining their options beyond essential needs to include what will provide the maximum benefit for them.

Peter Whybrow, M.D. wrote a book, American Mania: Why More is Not Enough. He expounds on the fact that we have so many choices that it becomes bewildering. The idea of “maximizing verses satisficing” evolved. He explored when it is important to maximize choices and when it is important to say “good enough” and be satisfied.

In his book, The Paradox of Choice, Barry Schwartz, Ph.D., explains that too many choices can lead to confusion. Research shows that “maximizers” typically get better results but are less happy with their choices while “satisficers” usually get acceptable results and are more happy with their choices.

We understand that some people like to have lots of options to choose from and feel good about exploring those options. Other people want to simplify the process. They want to limit the overwhelm and the confusion in making choices. Retailers and entrepreneurs struggle to meet the needs of buyers who have different styles in how they make choices.

How do you like to make choices? As consumers, what can help the experience of making choices be more pleasant?

Here are some ideas. First, recognize how you make choices and if you tend to be a “maximizer” or “satisficer”. Whether you tend to be one or the other may change depending on the importance of the choice. Do any research you desire about your possible choices before shopping. Experts say to narrow down your choices and make a list. This will help you save time and not pick up extra things you don’t need. You can ask for the opinions of people you trust to validate that you are making the right choices. When you make choices with a clear head, you’ll know they’re right for you. We hope as you make many choices, that you can fully enjoy the results of your choices. We encourage you to let us know what methods you use when you are making choices.

Chanhassen residents Doug and Lynn Nodland are Success Coaches and owners of The Balance Center. They can be contacted at WeCare@SharingLifesLessons.com

© Doug and Lynn Nodland 2018 Articles and videos may be shared in their entirety with attribution.