Choice Paralysis: Escaping the Trap of Endless Options

The Paradox of Choice by another name

Has this ever happened to you? You walk into a coffee shop, Starbucks for example. You're probably in a rush, and there’s a queue. All you want is a cup of something warm with caffeine to start your day. Simple enough, right?

But then, the person at the front of the queue reaches the counter, and what do they do? They use this moment, the very moment they're supposed to order, with all of us lined up behind them, to decide what they want. Not while they were waiting, not while scrolling their phones in the queue. No, they choose now to face the life-altering question: tea, hot chocolate, or one of the many coffee-based concoctions? And then come the follow-ups: what size? What customisation options? Hazelnut syrup? Oat milk? An iced drink? The possibilities are endless.

There are reportedly over 170,000 possible drink combinations at Starbucks. Yes, 170,000 combinations. No wonder people crumble under the weight of all that decision-making.

By the time it's your turn to order, you’re not even sure you want what you thought you wanted anymore. Sound familiar?

This overwhelming sensation is what’s often referred to as the Paradox of Choice. It’s the idea that while having options seems like a good thing, too many can leave us paralysed and dissatisfied. So, can less choice actually be better than more? And how can we learn to navigate this overwhelming world of choice?

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"Flat White or Fuck Off": The Beauty of Simplicity

Advertising legend Rory Sutherland has a brilliant concept for a coffee shop: Flat White or F** Off.* The premise is simple: this fictional establishment serves one drink, a flat white, at a set price. No endless menus. No customisation. You want coffee? You’ve got it. Don’t want a flat white? Then the clue is in the name.

The genius behind this idea lies in its simplicity. It eliminates the mental gymnastics required to pick from Starbucks’ labyrinthine menu of 170,000 options. As someone who prefers tea, a hot beverage that requires little more than a teabag, hot water, and dash of milk, I’m infuriated by the needless complexity and cost. Why does tea, the simplest drink in existence, cost the same whether I take it to go or sit in the shop? It’s daylight robbery, I tell you! Yet here I am, still occasionally trapped in a Starcrooks because it’s a status symbol and my kids want the iconic cup. (And let’s be honest, none of the cool kids are impressed with plain polystyrene cups.)

This brings us to the heart of the matter: when it comes to decision-making, less can be more.

Here's Rory explaining his idea, its only 34 seconds long, give it a watch. If you have volume on, rather than headphones, he does say some naughty words.

And because it is wholly relevant to the matter of choice, here is a brilliant illustration by

Lewis O’Brien

from Doublethink.

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Why Too Many Choices Make Us Miserable

The Paradox of Choice is best summarised like this: more options often make us less happy. When we’re overwhelmed with choices, we’re paralysed by indecision, and when we finally make a decision, we’re often less satisfied with it. As Barry Schwartz aptly puts it in his book The Paradox of Choice: Why More is Less.

“Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.”

Part of the problem lies in opportunity cost, the mental weight of what we didn’t choose. That person agonising over which coffee to order isn’t just choosing what they want; they’re grappling with what they’ll have to give up. If this is their only coffee of the day, the pressure to make the right choice feels even heavier. What if the oat milk latte wasn’t as satisfying as the caramel macchiato? What if they regret missing out on a plain old flat white? Every decision becomes not just about what we gain but also about what we lose.

Why? Because we start to wonder if we could have made a better choice. This is why standing in a queue deciding which milk you want can feel like a slow descent into madness.

It’s not just coffee. This happens in all areas of life. Think about buying a car, an overwhelming number of models, colours, and features. Or scrolling through Netflix, hours of searching and somehow, nothing feels right. The more options we have, the harder it is to choose, and the less satisfied we are with the choice we end up making.

Schwartz highlighted this phenomenon in his book. He explains that when faced with too many options, we tend to experience decision fatigue and regret. Even when we choose something good, we can’t help but feel we missed out on something better.

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The Free Picture Experiment: More Choice, Less Happiness

A brilliant example of this paradox comes from an experiment by psychologist Dan Gilbert, featured in his book Stumbling on Happiness. In this study, students participated in a photography course where they took their own photographs. Each student selected two of their favourite images to be developed as large prints and was then asked to choose one to keep.

The students were divided into two groups: one group was told their decision was final, while the other group was informed they could change their chosen photograph within a specified period. The findings revealed that students who couldn’t reverse their decision reported higher satisfaction with their chosen photograph compared to those who had the option to change their minds.

The students who had the option to change their minds mostly regretted their original choice.

And it doesn’t stop there. In a follow-up experiment, (different) students were given the choice of which photography course to take. Both courses involved taking hundreds of photographs, and narrowing it down to the best two, which would be printed. The students got to choose which course they enrolled upon:

Course 1 - Choose 1 print to take home, all decisions are final.

Course 2 - Choose 1 print to take home, you can swap within a week.

Over 60% of people chose course 2, where they could swap. They didn't know at the time it but by choosing to have more choice, they actually introduced the extreme liklihood that they would regret both choices. Ouch.

This experiment underscores a critical point: when we limit our options, or if our options are limited by an exterior force, we’re more likely to find contentment.

With this in mind can we use this to our advantage?

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The Henry Ford Approach: "Any Colour, As Long As It’s Black"

Henry Ford famously offered no choice at all, if you wanted a car it was the Model T in just one colour: black. While this might seem restrictive today, it streamlined production, apparently the paint dried quicker than other colours and decision-making for customers. Ford’s approach recognised that offering fewer choices doesn’t just simplify manufacturing, it simplifies life for the buyer. Okay, maybe he wasn’t thinking about that at the time, but the fact remains, it DID simplify things.

Today, we could all use a little more of that in our lives. Limiting our choices can reduce stress and help us focus on what truly matters.

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Choice in Relationships

Even our relationships aren’t immune to the Paradox of Choice. I'm lucky enough to have been with my partner since before the advent of the likes of Tinder and Bumble so I have no first hand knowledge of this but I can't imagine dating as a single person in this modern world.

Dating apps bombard us with endless profiles, leaving us to wonder, even when we think we’ve found the perfect potential partner, if there’s someone "better" out there, just a swipe away. This constant comparison can lead to dissatisfaction, undermining even the most amazing connections.

The fact that there is an almost endless amount of people out there listed on apps, that in the "real" world you would never come into contact with has widened the dating pool exponentially. With so much choice is there any wonder that people just can't make up their mind?

Interestingly, the act of getting married actually solidifies the choice, reducing regret and reinforcing commitment. The worldwide divorce rate may suggest otherwise, but the paradox highlights that fewer perceived options often lead to greater contentment. Once you sign the marriage licence you're taking yourself "off the market", and your partner too. This gives you the closure needed, even if you don’t realise it, to be happy with the choice you made.

So if you want to feel happier when dating the solution may be as simple as: limit your options, focus on the connection in front of you, and that may mean that you need to stop swiping. Date people one at a time, if you know you don't have another date with another person already lined up for tomorrow you might be more able to really connect with that one person.

Of course you can't control their dating habits... Which gives me an idea for a dating app. It might already exist to be fair but you'd enter the things that you're interested in and you get a small choice of connections, if anybody them are mutual you get to proceed one date at a time, and so does the other person. If it doesn't work out, back to the drawing board. But there's no endlessly scrolling the pool. You get a limited choice of people who share your interests and values at any one time.

Introducing the brand new dating app “Worth the Wait: Less Swiping, More Sparks”

Trademark applications going in now. Also I love the AI typos.

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The Context of Choice: The "Lard Burger" Effect

Rory Sutherland

strikes again with an extreme of an idea from one of his videos. Imagine if McDonald’s introduced a new menu item: the “Lard Burger”, 4,000 calories of pure, solidified fryer fat on a bun. Disgusting? Absolutely. But suddenly, every other item on the menu looks healthy by comparison. That double quarter pounder with cheese? Practically a salad. Large fries? Barely an indulgence.

This is the power of contextual decision-making. When additional options are introduced, they don’t just expand the field of possibilities; they can fundamentally alter how we perceive the existing choices.

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Price Anchoring: Shaping Perceptions of Value

Price anchoring is another trick businesses use to influence our decisions. Imagine walking into a coffee shop and seeing three sizes of coffee:

• Small: £2

• Medium: £3

• Large: £4

Without context, the medium might seem expensive. But now imagine a fourth, “Extra Large” size priced at £6. Suddenly, the large for £4 looks like a better deal. The high-priced option isn’t meant to sell; it’s there to anchor your perception of value, making the large appear more reasonable.

Price anchoring doesn’t just apply to coffee. Wine lists often include an outrageously expensive bottle at the top to make mid-range options seem like bargains. The key here is that your brain isn’t evaluating the price in isolation; it’s comparing it to the anchor.

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Decoy Pricing: Nudging You Toward the “Right” Choice

Decoy pricing takes this concept a step further. It introduces an option designed to push you toward a specific choice. Let’s revisit our coffee example:

• Small: £2

• Medium: £3.75

• Large: £4

Why would anyone pay £3.75 for a medium when a large is only 25p more? That’s the point. The decoy medium exists solely to make the large seem like the best value. This tactic is especially common in cinemas, where overpriced popcorn sizes are structured to make the large bucket appear irresistible.

It costs pennies to make popcorn at home, use coconut oil (higher smoke point) and the secret ingredient to "Cinema Popcorn" is called Flavacol.

By carefully designing their pricing structure, businesses guide you to the choice that benefits them the most, all while making you feel like you’ve won.

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How to Make Better Choices (And Live with Them Happily Ever After)

How can we navigate this sea of options without losing our sanity? Here are a few strategies:

1. Embrace Constraints: Less is more. Consider limiting your options before you even start. Go into the decision making process with simplicity in mind. Dont go shopping when you’re hungry, without a list, you’ll buy everything.

   If you’re buying a car, decide on a budget and a few key features you need before visiting the showroom.
   For a coffee shop, maybe stick to your go-to drink and save yourself the headache, or order on an app to pick up.

2. Set Decision Deadlines: Give yourself a time limit to decide. This forces you to focus and reduces the chance of spiralling into endless comparisons.

3. Stop Second-Guessing: Once you’ve made a decision, stick with it. Remind yourself that there’s no such thing as a “perfect” choice and that you’ve made the best decision with the information available. This is a military thing, they call it “Decisive Action.” Make the decision, then live with it. In the heat of battle nothing good ever came from wondering if you had made a slightly different choice, if the outcome could have been different. Make the best decision you can. Live with it, deal with the consequences if there are any as they arise.

4. Simplify Your Environment: If you frequently feel overwhelmed by choice, look for ways to streamline your surroundings. Declutter your closet, unsubscribe from Netflix, or as Rory Sutherland would suggest, find his coffee shop with a single item on the menu.

5. Learn to Satisfice: Coined by economist Herbert Simon, satisficing means settling for “good enough” rather than hunting for the absolute best. It’s not settling, it’s freedom from perfectionism. This is an ongoing battle for me. I've been writing this particular post for weeks. It just never turned out exactly how I wanted. But now I've satisficed! You be the judge, drop a comment if you enjoy it.

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A Real Life Example That Snuck Up On Me

My son wants a gaming chair for Christmas. Have you ever tried searching for gaming chairs? There are thousands. All with different features, colours, some have massage features, some have included footstools, cup holders. I found myself on more than one occasion giving up the search because there was too much choice. As I wrote this it's 17th December, I need to pull my finger out if I'm to get one before Christmas.

So I headed to Amazon. I used the filter sections to select my budget, delivery date and sorted by star rating and bought the highest rated that matched his room. Job done. Choice made.

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Final Thoughts

The Paradox of Choice is everywhere, from coffee shops to car dealerships, from Netflix to relationships. But recognising it is the first step to overcoming it. By simplifying our choices, embracing constraints, and learning to live with our decisions, we can reduce stress and find greater satisfaction in life.

So next time you’re faced with an overwhelming menu, either keep it simple or try one of these options:

1. "Eenie Meenie Mocha Mo"

   • Close your eyes, point randomly at the menu, and let fate decide your drink. Who cares if you end up with a peppermint soy chai?

2. "Flat White Declaration"

   • Just announce, “I’ll take a flat white!” at every shop, even if they don’t serve it, even if it’s a butchers. Confidence is key.

3. "I’ll Have What You’re Having"

   • Ask the barista for their favourite drink, and act like it’s a bespoke creation just for you.

4. "Embrace the Minimalist Life"

   • Loudly declare, “Water is the new coffee!” and walk out with a smug expression and a free cup of H2O.

5. "The Customisation Avenger"

   • Order something so absurdly specific (think decaf, oat milk, caramel drizzle, extra foam, no foam) that even the staff gives up trying to keep track. Then smugly say, “Just surprise me.”

Thanks to Luke from

ADHD Insights

for his encouragement in the comments when reading his related post.

ADHD & Decision Fatigue - How to Make Choices Easier!