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.