The existence of multiple alternatives makes it easy for us to imagine alternatives that don't exist-alternatives that combine the attractive features of the ones that do exist. And to the extent that we engage our imaginations in this way, we will be even less satisfied with the alternative we end up choosing. So, once again, a greater variety of choices actually makes us feel worse.
The presence of various choices leads people to envision even more options that are not available, often merging desirable traits from different choices. This imaginative elaboration can result in diminished satisfaction with the actual choice made, as individuals become aware of what they might be missing out on. Essentially, the mind's tendency to fantasize about the perfect alternative heightens dissatisfaction.
Consequently, the abundance of options, rather than fostering happiness and contentment, can lead to a greater sense of regret and disappointment. As people engage deeply with the idea of the perfect choice, they may feel inadequate about their actual decisions. Schwartz's exploration highlights how, paradoxically, too many choices can reduce overall happiness.
