Less is more: Too may choices are not necessarily the best thing | Northwest Arkansas Democrat-Gazette

Behavioral scientists argue that more options don’t automatically produce better outcomes, and can instead worsen decisions and satisfaction. Barry Schwartz, emeritus psychology professor at Swarthmore University and author of The Paradox of Choice, says research shows “too much of a good thing.” He points to Medicare Part D prescription drug plans: residents in states with more plan choices were less likely to choose any. The same effect appears in 401(k) programs—when companies offered more investment options, employees were less likely to sign up even with employer matching. Schwartz cites experiments showing that shoppers buy more artisanal jam when offered six flavors rather than 24, and students complete more extra credit with six topics instead of 30. Maximizers, who aim for the best, are especially affected.