"Choice overload is a problem for everyone, but it's a special problem for people who feel like they have to get the best when they make decisions--the best college, the best job, the best romantic partner, the best car, the best stereo, the best investment, and yes, the best jeans. Andrew Ward and I call such people "maximizers." For people like this, choice overload can be a nightmare, for the only way to know you've got the best is by examining all the alternatives, by doing an exhaustive, and exhausting, search. And the impossibility of doing such a search almost guarantees that you'll regret decisions, even if they're good. In contrast, people who are satisfied with a good enough option--we call them "satisficers"--can stop looking as soon as they find one, and relax." - Barry Schwartz, May 29, 2004
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