After all, it took a few centuries between Guttenberg
and the achievement of an independently-mechanized press.
Have we become so conditioned that we expect
instant gratification around every turn?
Perhaps, our paralysis in the face of choice comes from our inability to distinguish our needs from our wants. We live in a society anchored in mass consumption, it's become fundamental to our economy. When 50% of your national labor is in retail, it's clear why President Bush pushed Americans to keep spending after 9/11. A good part of the system depended on it.
But choice isn't about purpose, unless your looking to up your social standing in a material world...Choice is about selection and that requires being informed and conscious.
What we need isn't more or less choice,
it's the tools to make the right ones.
© Weef Richards
Choices have always been a part of life.
Whether you've got two or a hundred isn't necessarily relevant.
Results stem from a personal decision-making process, that varies with every individual.
Now, it won't always work out perfectly...
But ideally, trying different things helps us grow to be more discerning as we become more experienced. Some would argue dating involves a similar process.
I have to disagree with Mr. Schwartz on a certain level, and hope that most people, given the occasion to honestly consider their options, do know what's good for them. Or will strive to attain a comfortable medium.
“If there are 30 different kinds of cola in your supermarket. You’ll buy Coke.” Indeed, maybe you will buy Coke. Maybe it's because you enjoy the ‘rusty nail’ feel that it leaves on our teeth after that first refreshing gulp, instead of the disgusting amount of advertising Coca Cola ltd fosters. Or maybe your presuming that because the Cola has had such a long shelf-life, the other people at the party your going to, won't mind it either.
But if I’m feeling like something specific.
That’s what I’m going to buy. It’s what I was craving.
But that's only because I already know what it is.
Like fizzy water and strawberry flavored syrup.
So while Barry Schwartz's theory stands; in the face of indecision most people will stick on the safe, trusted and tried, side of experience.
We must remember our own incredibly more tangible diversity, before being overwhelmed by that of the Paradox of Choice.
Half of the people on this planet have never placed a phone call.
About a tenth of North America has their days filled with chasing after their 2.5 kids, their pets, their significant other, the mailman, that guy who just backed up into your car. And let's not forget, a third of our live's is spent sleeping...
So, when you don't know which site to patron anymore,
and the burden of infinite entertainment is bearing you down. Just Opt Out!
And go see what it's like outside.
You don't have to choose, just see where your feet lead you.
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