I’ve been reading the 2003 book The Paradox of Choice: Why More Is Less by psychologist Barry Schwartz. In his book, Schwartz discusses how the array of choices we face today can actually detract from, rather than contribute to, our happiness. Some choice is necessary for happiness, but too much can have the opposite effect. Any time we go shopping for something as simple as breakfast cereal, we face an overwhelming selection of brands, flavors, and prices, not to mention all the varieties that tout unique features like high fiber or extra protein. And that’s just shopping for a breakfast cereal. Shopping for high-priced items like cars or electronics or housing can be overwhelming. And we live in a time in which we have a variety of choices to make concerning careers, college majors, marriage, and children, all of which have the potential to produce life-altering outcomes. It’s no wonder that we often have trouble making decisions!

In his book, Schwartz uses the terms “maximizer” and “satisficer” to describe how people make decisions. Maximizers will settle for nothing but the best. They endlessly research options and often second-guess the choices they make. Satisificers are content with selecting the good-enough option. Though they may research their options like maximizers, they eventually make a decision without worrying excessively about what better options might have been right around the corner. The problem with being a maximizer is that there is always a potentially better option that exists, and thinking about these other possibilities can be frustrating and nonproductive.

I recently did my own maximizer vs. satisficer self-evaluation when I went to buy a new pair of running shoes. I tried on three pairs, similar types, but each with unique features and by a different manufacturer. I walked around the store in each pair and even ran on the in-store treadmill for a minute or two to see how the shoes felt. I then tried to decide which pair felt the most comfortable. The sales clerk offered to bring out as many pairs of shoes as I wanted to try: “Some people try every shoe in the store.” I replied, “Oh, I don’t think I want to do that.” I then settled on the pair I wanted. I realized that, at least with shopping for shoes, I am a satisficer. I didn’t want to try on every variety of shoe in the store, nor did I think that would be very helpful. At some point, the choices would have become too overwhelming.

Did being a satisificer in shoe shopping work for me? Well, I’ve worn the shoes for several runs, including one that was 14 miles, and I haven’t had any complaints.  I could spend time thinking about the shoes I didn’t try that might have been more comfortable than the ones I bought. But why worry about the other options when what I bought suits me just fine?

What about you? Are you a or a maximizer or a satisficer?

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