Modern life often encourages people to believe that having more choices leads to better decisions whether it is buying clothes, choosing entertainment or finding the right partner. But psychologists say too many options can have the opposite effect, making people feel overwhelmed, anxious and less satisfied with their decisions.

Barry Schwartz, emeritus professor of psychology at Swarthmore University and author of The Paradox of Choice, said research over the years has consistently shown that too many choices can create mental stress rather than freedom.

"There have been hundreds of studies showing that there can be too much of a good thing," Schwartz said.

He advised people to reduce the number of decisions they make every day, saying it helps lower mental pressure and makes decision-making easier.

Too many options can discourage decisions

Schwartz cited several studies showing that people often avoid making decisions when faced with too many choices.

For example, people were less likely to select a Medicare Part D prescription drug plan in US states offering more plan options. A similar pattern was found with 401(k) retirement savings plans, where employees were less likely to join when employers offered too many investment choices—even when matching contributions were available.

The same trend appears in everyday life. One well-known study found that shoppers bought more jars of jam when offered six flavours than when they had 24 choices. Another study showed students were more likely to complete an extra-credit assignment when they could choose from six topics instead of 30.

According to Schwartz, too many options can leave people feeling stuck.

"Instead of being liberated by all this choice, you're paralyzed," he said.

He added that people may also become less satisfied with their final decision because they keep wondering whether another option would have been better.

This is especially true for people psychologists describe as "maximizers"—those who always want the absolute best choice.

However, Schwartz noted that not everyone reacts the same way. People with a strong interest in a particular subject, such as car enthusiasts, often enjoy comparing many options before making a purchase.

Brain prefers familiar decisions

Daniel Willingham, a psychology professor and neuroscience researcher at the University of Virginia, said the human brain naturally tries to avoid unnecessary thinking because problem-solving requires more energy than relying on habits or memory.

He explained that when people face a task, the brain first searches for familiar solutions before using deeper thinking.

"Another way to put it is that if you're thinking, things are not going well," he said.

This is why many people follow the same daily routines, such as taking the same route to work, even though they have other options.

Schwartz added that social media has made the problem worse by encouraging constant comparisons with other people's choices, increasing expectations that every decision should be perfect.

Aim for "good enough"

Author David Epstein said researching his book Inside the Box: How Constraints Make Us Better changed the way he makes decisions. Instead of endlessly comparing products, he now limits his choices—for example, buying several of the same T-shirt in different colours once he finds one that fits well.

His approach follows the idea of "satisficing," introduced by Nobel Prize-winning economist and psychologist Herbert Simon. The concept encourages people to choose an option that meets their needs instead of searching endlessly for the perfect one.

Epstein said he now sets simple rules before shopping online. Once he finds a product that meets his main purpose, he buys it instead of continuing to compare endless features and reviews.

Both Willingham and Schwartz also recommend relying on trusted advice for some decisions. Instead of researching every available phone, for example, people can simply buy a model recommended by a satisfied friend.

For more important decisions, such as financial planning, Willingham said seeking professional advice often leads to better outcomes than trying to figure everything out alone.

Schwartz acknowledged that changing decision-making habits can be difficult, but said the benefits are significant.

Over time, he said, people become more confident in their decisions, feel happier with their choices and save valuable time each day.