The first time I visited a grocery store abroad, I found myself frustrated. My goal was simple: grab a bottle of Coca-Cola—regular Coke (not a healthy decision to begin with), nothing special. But I was met with an overwhelming set of options: Classic, Diet, Coke Zero, Cherry, Vanilla, Caffeine-Free, Diet Caffeine-Free, and Coke with Splenda. What should have been a quick decision became a draining mental exercise. In the end, I picked a regular Coke—the very thing I set out for.

The Paradox of Choice This moment is a perfect example of psychologist Barry Schwartz's "Paradox of Choice." Despite the belief that more options increase satisfaction, having too many choices often leads to confusion, anxiety, and regret. The paradox arises because more options increase our expectations and leave us more likely to feel dissatisfied with our final decision. When faced with an abundance of choices, we tend to overanalyze and compare, which fosters doubt and makes even good decisions feel less rewarding.

Too many options also create the fear of missing out (FOMO)—the unsettling feeling that another choice might have been better. Our brains become trapped in a cycle of anticipation and regret, as we struggle to process what we gained and what we lost. Research shows that excessive choices reduce decision quality and overall happiness.

Maximizers vs. Satisficers: How We Decide Our decision-making style influences how we handle choice overload. Maximizing and Satisficing was first distinguished by Herbert A. Simon. Maximizers strive for the absolute best option, comparing every detail and often experiencing regret, even after choosing. There are times when being a maximizer is beneficial—such as choosing a college or a career path—where thorough research can lead to a more informed, long-term decision. However, it’s important not to apply this approach to every decision, as it can be mentally exhausting and reduce satisfaction with everyday choices.

Satisficers, on the other hand, select the first option that meets their needs, leading to quicker decisions and greater satisfaction. That day, I was a satisficer—I wanted regular Coke, found it, and moved on.

Why More Choices Make Us Less Happy When faced with too many options, the prefrontal cortex—the brain’s decision-making hub—becomes overworked, resulting in decision fatigue. Meanwhile, the amygdala, which processes emotions, heightens feelings of stress and anxiety.

The brain’s reward system, driven by dopamine, adds another layer to the paradox. Dopamine surges when we anticipate making a choice especially when we anticipate rewards. However, this system also analyzes the potential rewards of the unchosen options. When we second-guess or dwell on alternatives, the dopamine system highlights the perceived benefits of what we didn't pick, increasing post-decisional dissonance and regret. This over-analysis leaves us preoccupied with missed opportunities rather than content with our choice. Research shows that a wider array of choices amplifies this effect, as the brain struggles to process the opportunity cost of every alternative left unexplored.

How to Circumvent the Paradox of Choice

1. Limit Your Options: Narrow your choices before decision-making. For example, decide on a category or brand in advance.

2. Focus on Core Needs or what you value: Define what truly matters (e.g., health, price, or convenience) to simplify decisions.

3. Embrace 'Good Enough': Adopt a satisficer mindset when required. Choose an option that meets your criteria without chasing perfection.

4. Set Time Limits for Decisions: Avoid overthinking by giving yourself a deadline to decide.

5. Practice Gratitude for Your Choice: Once you make the decision try not to look back at the alternatives and commit to your choice. Celebrate the decision you made instead of fixating on alternatives. 

Understanding the paradox of choice empowers us to navigate overwhelming options and make decisions that foster satisfaction and happiness. So whether you’re navigating a choice about a soft drink, a doughnut, or anything else we hope that this will help you take a pause and end up with a happier choice!