In "The Paradox of Choice: Why More Is Less," Barry Schwartz examines how the pursuit of maximizing options can lead to negative emotional outcomes. He discusses how individuals who score high on maximization tend to face challenges in finding satisfaction in their lives. Their constant comparison and desire for the best often result in feelings of sadness and discontent.

People with high maximization scores are shown to experience lower levels of happiness and optimism, often grappling with depression. In contrast, those with lower maximization tendencies find more joy and contentment in their choices, highlighting the irony that having more options can sometimes lead to less fulfillment.