CHOICE IS GOOD. And the more choices, the better.
This simple American credo lines the shelves of grocery stores with 162 varieties of breakfast cereal, turns ordering a cup of coffee at Starbucks into an Olympic challenge, makes selecting a phone company an enterprise requiring a business degree and supplies dating services with an endless stream of hopeful customers.
It also underlies the way many economists think about human behavior. Human beings, according to traditional economic theory, are rational creatures who, faced with a choice, weigh the costs and benefits of each option and pick the one they prefer. And the more options people are given, the theory goes, the more satisfied they will be.
Yet in an article published last month in The Journal of Personality and Social Psychology, two social psychologists dispute this view, arguing that at some point, multiplying the number of alternatives people are given becomes counter productive.
In a series of studies, Dr. Sheena S. Iyengar, an assistant professor at Columbia's business school, and Dr. Mark R. Lepper, chairman of Stanford's psychology department, have demonstrated that providing too many options— particularly when the differences between them are small — can make people feel overwhelmed and overloaded, and as a result, less likely to buy or pursue any of the options available.
