The Paradox of Choice - Why More is Less is a 2004 book by Barry Schwartz. In his book, he explains how the ever-growing number of choices that we have to make on a daily basis are negatively affecting our levels of satisfaction and happiness. We inherently believe that a greater number of choices will mean that we are better off. Studies now show that the more choices there are, the more likely we’ll walk away empty-handed. And when we do finally decide, we are less likely to be satisfied with the decision we’ve made. The overwhelming selection of brands create unnecessary anxiety in choosing everything from jam and salad dressing to a car and investment opportunities.

I think about these theories each time I try to choose a shampoo or laundry detergent. There are so many choices, but no real options. It doesn’t help that these over-scented chemical soaps are stinging my nostrils and hindering my ability to decide even further.

The Paradox of Choice gives some advice on how to lessen the burden of buyer anxiety. It definitely helps, for example, to know exactly what you are looking for ahead of time.
Take soap, for example. If you set out to find a product that is absolutely free of chemicals, fair trade, not tested on animals and available in bulk, you won’t waste much time comparing products. When you find it, you’ll buy it and be satisfied with your decision.
I believe that this is an example of a real option - not just the same old product in a different bottle.

Check out this video of Barry Schwartz.
Or read his book: