The Tyranny of Choice | Highsnobiety

 

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Image from ‘Is Too Much Consumer Choice Making Us Miserable?’, Aleks Eror

In his article Is Too Much Consumer Choice Making Us Miserable?, Aleks Eror discusses why people get sucked into materialism so much exploring areas of psychology and marketing strategy of technology industry. He claims that most of the industries nowadays relay on the model of obsolescence, reminding us constantly to renew/update the products we buy.

He’s lack of impulses that triggers his consumerist nature has been fading away lately, however he consider almost impossible to immunize yourself completely to the urge of spending.

Image from Barry Schwartz, ‘The Tyranny of Choice’

I initially referred to what I was experiencing as “consumer burnout,” but I soon learned that it fits the diagnosis of a much more widely publicized phenomenon known as “the tyranny of choice.”

 

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Image from ‘Is Too Much Consumer Choice Making Us Miserable?’, Aleks Eror

 

 

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Image: Stephane Mahe / Reuters

According to Barry Schwartz’s having too much choice, like we do now, is potentially making us miserable; more options can also mean more stress, as we agonize over choosing the right one.

 

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Image from Barry Schwartz, ‘The Tyranny of Choice’

This is time and effort that could be spent with friends, family, on hobbies or something constructive, but is siphoned away from our lives and converted into profits by brands.

An abundance of choice has the potential to riddle us with anxiety because as our options increase, so do our chances of picking the wrong one.

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