Summary
The paradox of choice refers to the difference between maximizers and satisficers. Maximizers evaluate every single option before making a decision, while satisficers are clear about what they most want or need and do not need to consider every option. Although maximizers make better objective decisions, they feel worse subjectively because they invest a significant amount of time, energy, and effort. Maximizers also tend to think about missed opportunities and create idealized choices that don't exist. On the other hand, satisficers may not always make better objective decisions, but they are happier with the choices they make. To handle the paradox of choice, individuals need to determine if they are maximizers or satisficers. If they are maximizers, they should get clear about their priorities before making a decision and stop evaluating options once they have identified the top 2-3 priorities.
