Too Many Choices: Why More Isn’t Always Better
Have you ever stood in a supermarket aisle staring at 25 different brands of cereal, only to walk away without buying any? Or scrolled endlessly through Netflix or a dating app, and ended the night more drained than entertained?
In today’s world, we’re surrounded by choice. This can range from career paths to parenting styles, from streaming options or healthcare providers, the list of options seems endless. On the surface, this feels like freedom, a symbol of autonomy and control, but research shows that too much choice can actually have the opposite effect. Psychologists call this choice overload.
What Is the Paradox of Choice?
Barry Schwartz introduced the concept of the paradox of choice. He argued that while having some choice is essential, too much can undermine our happiness. More recent research suggests that overload is most likely when:
The decision is complex or emotionally significant.
We feel pressure to get it “right.”
There are real consequences to getting it “wrong.”
We have low confidence or little experience in the area where we are making the decision.
This can be most common in areas like healthcare, careers and relationships.
Why Too Much Choice Can Cause Stress
Psychological science highlights several reasons why more choice can feel like less freedom:
Decision fatigue: Our mental energy is finite. After too many decisions, our ability to weigh options carefully drops.
Fear of regret: With more possibilities, we’re more likely to second-guess ourselves or imagine a “better” option we missed.
Responsibility pressure: If a choice doesn’t work out, we may blame ourselves instead of external circumstances.
Less satisfaction: Even when we make a “good” choice, we may feel disappointed, wondering what we left behind.
The Wardrobe
Imagine two outfits hanging in your wardrobe. You can pick one quickly and get on with your day. Now imagine you have 200 outfits. Suddenly, you’re trying on multiple options, running late, and still worrying if you picked the wrong one. More choice hasn’t given you freedom, it’s given you stress.
Who’s Most Affected by Choice Overload?
Everyone experiences decision fatigue occasionally; but some of us are more vulnerable:
If we have perfectionism or unrelenting standards. If we believe every choice must be perfect, the stakes feel impossibly high.
Trauma histories. If decision-making in the past was linked to punishment, shame, or loss of control, choices may feel threatening.
Neurodivergence (e.g., ADHD, autism). Executive functioning challenges can make juggling multiple options particularly overwhelming.
Those experiencing burnout or chronic stress. When your mental “tank” is already low, even small choices can feel exhausting.
This isn’t failure, it’s our nervous system’s natural response to uncertainty, overwhelm, or the fear of negative consequences. Under pressure, our brain is wired to act quickly, like choosing one of two paths while running from a bear (or a threat). What happens when the path suddenly branches into a hundred directions? Which way leads to safety? Can our brain make a quick decision?
Strength-Based Strategies for Navigating Choice
The goal in managing isn’t to eliminate choice, but to relate to it differently. Here are some evidence-informed tools:
Anchor in Values (ACT)
Instead of asking, “What’s the best choice?” try: “Which choice reflects what matters most to me?”
Limit and Structure Options
Try ranking the choices into piles and gradually shortlist two or three possibilities instead of 20. Use decision trees or flowcharts to make the path clearer.
Practise “Good Enough” Thinking (CBT)
Reframe perfectionistic beliefs. Instead of “I must get this exactly right,” try: “This is a good choice for me now.” Allow space for you to change your mind later.
Break Down Large Choices
Turn overwhelming decisions into smaller steps. For example, when job-hunting: first decide on location, then industry, then specific role.
Remember that a choice isn’t a commitment, and there are ways to review your decisions.
Set Limits and Boundaries Around choice
For online dating. Instead of endless swiping, limit browsing to 15 minutes daily. Define your values (e.g., kindness, humour) and use them as your guide.
Choosing Clarity Over Perfection
Choice is one of the great freedoms, but paradoxically, too many options can leave us anxious, paralysed, or dissatisfied. By focusing on our values, limiting unnecessary options, and embracing “good enough” decisions, we can move away from perfectionism and increase our confidence in ourselves.
