This book poses an interesting paradox: we live in a world that offers us ever more choice in even our most mundane goods, yet they ability to choose from such a variety makes us less happy with our choices. Every decision disappoints. This is particularly true for persons who seek to optimize based on their actions rather than to satisfy some need.
The author invokes a broad range of research in highlighting how too broad a range of choice can lead us to regret decisions because we had unrealistic expectations of the outcome or to constantly compare them with choices not made. The impact of this paradox is greater stress in our personal lives.
It also has implications for marketing where product line extension has become the norm (contrary to the warnings of Ries and Trout in the book Positioning of thirty years ago.) What is a Coke today? Is it Classic Coke, Coke Zero, Diet Coke... Schwartz hints that we may become paralyzed by our inability to choose. Thus, by offering more selection, we get consumers who take no decision or are ultimately dissatisfied with the product they have chosen.
This book is recommended to anyone interested in our consumer society.
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