# Paradox of Choice

> A phenomenon described by psychologist Barry Schwartz in which expanding the number of options available to a decision-maker decreases satisfaction with the eventual choice, increases regret, and often produces no choice at all.

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## Definition

A phenomenon described by psychologist Barry Schwartz in which expanding the number of options available to a decision-maker decreases satisfaction with the eventual choice, increases regret, and often produces no choice at all. The paradox is most acute for "maximizers" — those who exhaustively evaluate alternatives — and milder for "satisficers" who pick the first option that meets a defined threshold. In strategic decisions, the paradox argues for explicit constraints: shortlists capped at three to five options, decision rules established in advance, and a willingness to satisfice on the items that don't actually move the needle.

## Related

- [Satisficing vs maximizing](https://www.synthboard.ai/glossary/satisficing-vs-maximizing)


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