In "The Paradox of Choice: Why More Is Less," Barry Schwartz discusses how the abundance of choices in modern society can lead to dissatisfaction and anxiety. Consumers often find themselves overwhelmed, and their decisions may leave them feeling regretful when they compare their choices to other available options.

Schwartz highlights that the constant comparison can detract from our happiness, as we focus on what we could have chosen instead of appreciating what we did choose. This phenomenon points to the idea that having too many options, rather than empowering us, can lead to a paradox where more choice results in less satisfaction.