In "The Paradox of Choice: Why More Is Less," Barry Schwartz explores the concept of choice and its impact on decision-making. He introduces the idea of "maximizers," individuals who strive to find the best possible option in every situation. Maximizers are often meticulous in their search for quality, which can lead to stress and dissatisfaction, as they feel overwhelmed by the abundance of choices available to them.

Schwartz contrasts maximizers with "satisficers," who are more inclined to settle for a choice that meets their criteria without seeking perfection. This distinction highlights the psychological burden that can arise from the pursuit of the best, suggesting that sometimes accepting a good enough option can lead to greater contentment. Ultimately, the book argues for a balance in how we approach choices to enhance overall happiness.