Buyer's Remorse and The Paradox of Choice
The Paradox of Choice is a theory by American psychologist Barry Schwartz claiming that, after a certain threshold is reached, an increase in the number of choices will cause a significant amount of psychological distress. This distress, according to Professor Schwartz, can manifest itself in many ways. One way is through buyer's remorse. The theory states that buyer's remorse is created through increasing opportunity costs associated with increased choices. Opportunity costs associated with alternate choices compound and create strong feelings of dissonance and remorse.
As the number of choices increase, it is easier to imagine a different choice that may have been better than the one selected. The constant comparison to one's expectations induces regret, which reduces the satisfaction of any decision, even if it fills the individual's needs. When there are many alternatives to consider, it is easy to imagine the attractive features of rejected choices and there is a decrease in overall satisfaction.
Consider the amount of choices in a simple supermarket. There are likely to be hundreds of different options of a single product. With so many options, expectations are as high as possible. It is the expectation that the product is perfect for an individual and will have no drawbacks. This leads to expectations rarely being met, a significant psychological issue. In the example of a supermarket, a wrong product choice can be immediately put into perspective. However, for more involved decisions, the consequences of a wrong decision are significant.
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Famous quotes containing the words buyer, remorse, paradox and/or choice:
“It means eating your words, this thing of refusing to be a fence-sitter, but I’d rather eat my words than get calluses from sitting.
No one who has not experienced the condescension of a buyer toward an ordinary salesgirl can have any conception of its withering effect.”
—Mary Barnett Gilson (1877–?)
“What a devil art thou, Poverty! How many desires—how many aspirations after goodness and truth—how many noble thoughts, loving wishes toward our fellows, beautiful imaginings thou hast crushed under thy heel, without remorse or pause!”
—Walt Whitman (1819–1892)
“When a paradox is widely believed, it is no longer recognized as a paradox.”
—Mason Cooley (b. 1927)
“Once women begin to question the inevitability of their subordination and to reject the conventions formerly associated with it, they can no longer retreat to the safety of those conventions. The woman who rejects the stereotype of feminine weakness and dependence can no longer find much comfort in the cliché that all men are beasts. She has no choice except to believe, on the contrary, that men are human beings, and she finds it hard to forgive them when they act like animals.”
—Christopher Lasch (b. 1932)