Why More Is Less & Less Is More

You can get "The Paradox Of Choice" book here:
US: https://amzn.to/35wP0CR
EU: https://amzn.to/2MX2amp

When we have very little choice, or perhaps even no choice, we are very likely to be unhappy.
But as you gain more options, and you have the ability to choose between them, your happiness increases.
So, obviously having choice is good.

But what's interesting, is as you get more and more options, your happiness doesn't keep increasing.
Instead, counter-intuitively, it decreases.
In fact, having too many options to choose from, can be just as bad, as having no options.

So rather than liberating us and making us happier, having a lot of options does the opposite.
Psychologist Barry Schwartz coined this phenomenon, the paradox of choice.
Because more becomes less.