Why Having More Choices Can Actually Leave You Less Happy

Each time you walk through a modern supermarket, you swim through rivers of choices—cereals, drinks, crackers that run into the hundreds. The promise is that more variety gives us more freedom and better satisfaction. Instead, you probably grab what you always buy, often barely noticing the new options lining the aisles. It’s a familiar dance in other parts of life, from shopping for clothes to searching for gadgets or browsing classes at school. Underneath, many people find themselves spending even more time, energy, and self-doubt navigating choices that were meant to empower them.

The decision doesn’t end at the checkout or computer. Even in trivial matters—like choosing a new sunblock or toothpaste—regret and second-guessing can set in. The bigger the range of options, the more our brain starts weighing features, advantages, possible regrets, and what others might choose. Psychologists have shown that too many options can stall us, make us less likely to buy, and even leave us less happy with our final choice. Instead of feeling liberated, we feel burdened, anxious, and disconnected from satisfaction, even when we get what we want.

Research backs up this surprising twist. In a famous experiment, customers were offered a choice of 6 jams or 24. Although more people stopped by when there were 24 choices, only a tiny fraction actually bought a jar—compared to when there were just 6. The message is clear: sometimes, more is actually less. By intentionally limiting your options, you can escape decision fatigue and rediscover joy in choosing. Behavioral science calls this the paradox of choice, and it affects every part of modern life.

Picture your most draining everyday choice—maybe what to eat for lunch, what to wear, or even which show to watch. Now, instead of letting every possibility invade your mind, make a simple rule for yourself: limit your options to just two or three. For the next week, stick to this boundary—even if that feels odd at first—and see how your decision time shrinks and your stress levels dip. Don’t worry if it feels weird; you might just notice more satisfaction and less regret than you expected. Try this small experiment today, and pay attention—your brain will thank you.