Is more choice better? Ten years ago the answer seemed obvious: Yes. Now the conventional wisdom is the opposite: lots of choice makes people less likely to choose anything, and less happy when they do choose. In the The Paradox of Choice, Psychologist Barry Schwartz discusses the phenomena of "maximizing" and "satisficing." Maximizers tend to settle and strive only for the best choice. View video on TED: Talks Barry Schwartz on the paradox of choice In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied. In wikipedia : The Paradox of Choice: Why More Is Less When product choice becomes overwhelming to customers, they become subject to the "paradox of choice." It can become overwhelming for the common consumer. In Schwartz’s definition, “maximizers need to be assured that every decision was the best that could be made. Satisficers settle for something that is good enough and not worry about the possibility that there might be something better. Obviously, having no choices at all can make life unfulfilling. In the Financial Times, Tim Harford seems to contradict "The Paradox of Choice": Read the article : Given the choice, how much choice would you like? So which is it? What is better for the consumer and more sustainable: two alternatives, three, or a large number of choices?