Why too many options can leave us stuck

It’s a familiar scene: You settle in on the sofa, ready to unwind with a good movie on Netflix. You start scrolling, and scrolling and scrolling. Hundreds of films and series are at your fingertips, but instead of feeling excited, you feel… overwhelmed. You can’t make up your mind and end up watching something you’ve already seen. Sound familiar? We’ve all been there.

For those who remember the days when CyBC was the main channel – along with a few others – that lack of choice feels almost comforting. Was it easier to just sit back and enjoy whatever was on, even if it wasn’t your absolute favourite? Of course, having options is generally a good thing. But, while we crave choice, too much of it can leave us feeling more stressed and less satisfied.

In behavioral science, this phenomenon is called “choice overload”, and it goes far beyond streaming services. Think about the last time you were in the supermarket, staring at shelves filled with 20 different varieties of extra virgin olive oil.

This challenge was illustrated in a famous Stanford University experiment. Researchers set up a jam-tasting booth in a supermarket, alternating between six flavours and 24 flavours. While the larger assortment attracted more tasters, only 3 per cent of them purchased jam. By contrast, 30 per cent of customers who saw the smaller selection went on to buy.

Choice overload often leads to decision paralysis – that feeling of being stuck and unable to choose, even when we need to. But why does this happen?

Our brains are simply not designed to effectively compare dozens of options at once. Our working memory, which processes immediate information, can only handle a few things at a time. With each additional choice, the mental effort required to make a decision increases significantly, leading to what’s known as cognitive overload.

This difficulty is compounded by the fact that every choice involves a trade-off. The more options we have, the more acutely we feel the potential for regret, as we imagine the benefits of the “road not taken”. How often have you ordered a dish in a restaurant only to eye your friend’s meal with envy, wondering if you made the wrong choice?

Finally, as Barry Schwartz highlights in The Paradox of Choice, an abundance of options tends to escalate our expectations. We no longer seek just a good product; we begin to expect perfection. This constant striving for the “best” can lead to dissatisfaction, even when our chosen option is objectively satisfactory, as we are left wondering if something even better was out there.

So, what can we do to avoid getting lost in the sea of choices? Here are a few practical strategies:

Rather than searching for perfection, aim for a choice that’s “good enough” and meets your needs. This doesn’t mean settling for mediocrity. Take Barack Obama, for example. During his presidency, he famously only wore grey or blue suits. Why? He understood that decision-making is a finite resource. By simplifying his wardrobe, he saved his mental energy for more important matters.

Consciously restrict the number of choices you compare at once. There’s a story about a shoe salesman who had a unique approach to customer choice. If a customer tried on two pairs of shoes and asked to see a third one, the salesman would ask them: “Of course, now which one of these should I remove?” He realised that when customers had three pairs to choose from, they often left without buying any. By focusing on fewer options, we make decisions simpler and more manageable.

Here’s a thought: you don’t have to make every decision yourself. Every now and then, let those around you, or even chance, decide for you. Struggling to decide how to spend the weekend with your family? Instead of stressing over which option will please everyone, have each family member suggest an activity and draw them out of a hat. Who knows, you might end up doing something fun that you hadn’t even considered!

And one last tip: If you’re stuck between two choices, try this. Flip a coin. While it’s in the air, you’ll realise which outcome you’re hoping for. That’s where the answer lies.

The next time you find yourself overwhelmed by choices – whether on Netflix, in the supermarket, or at a restaurant – take a deep breath and remember these strategies. Limit your options, embrace “good enough”, and delegate when you can. By reclaiming control over your choices, you’ll find decision-making becomes not only easier but also far less stressful.