How to Know if Less is Really More

Have you ever wondered where the phrase “less is more” originated?  It dates back to 1855 and was published in a poetry collection by Robert Browning.  The collection was named, “Andrea del Sarto, The Faultless Painter.”

“I could count twenty such …

Who strive …

To paint a little thing like that you smeared

Carelessly passing with your robes afloat–

Yet do much less … –so much less!

Well, less is more, Lucrezia: I am judged”

So it seems that the “less is more” phrase stemmed from inspiration of a desired behavior over a less desired behavior. I’ve paraphrased for Andrea, “Really Lucrezia, “less of your behavior would truly be more.”  Do we also feel that less would be more?  Let’s delve into the subject and see why Robert’s phrase became as sticky as perfectly cooked spaghetti noodles.

American psychologist, Barry Schwartz wrote a book entitled, the Paradox of Choices.  He’s been featured on theTedEx and you can find a short clip of his talk on my TedEd site, The Paradox of Choice, Barry Schwartz.  I share short lesson plans that offer more insight than if you simply watched the video.  Take advantage of my FREE mini course.

Paralysis is the first negative consequence of too many choices.

Barry’s talk focuses on adverse events associated with so many choices.  We all know why choices are good.  Choices mean freedom.  Choices mean we are liberated, but too many choices often means paralysis. Many  of Barry’s examples stand out, but one really got my attention.  Studies have shown that too many choices lead to decision paralysis. One particular study focused on Vanguard voluntary retirement plans.  Vanguard reviewed investment records of 1 million people in 2000 different types of workplaces.  Each time that more than 10 mutual funds were offered to employees the participation rate went down 2%.  This may not seem like alot but let’s do a little math.  If an employer offered their employees 50 funds to choose from then 10% fewer employees participated.  They were losing employer contributions because of an inability to make a decision.  Their choices simply became too hard.

Picture:  Geralt – Pixabay

Consequence #2:  Less Satisfied With Our Choices

The Imagined Alternative

Barry describes this portion of his talk and tags it with a great term called “Imagined Alternatives.”  If you think about the term it means exactly what it says.  Barry’s example was about purchasing jeans.  He just wanted to buy the same jeans he had always purchased.  The sales clerk, however, had a different idea.  Barry was offered slim fit, regular cut, tapered legs, elasto-bands (ok, I made that up), but you get the idea.  Choices, choices, and more choices.

What Happened to Barry and His Jeans?

He bought the best fitting pair of jeans he had ever purchased in his life!  He should celebrate right?  But he wasn’t celebrating.  Instead, Barry realized he might have made a better choice.  According to Barry, “Imagined alternatives – induce regret that subtracts from your decision even if it was a good decision.”  This leads to buyer’s regret.

Barry fully believes that the more options we have the easier it is to fall into “Imagined Alternatives.”  We all too often find our choices disappointing and need to find someone to blame.  That person is usually ourselves. When we choose a perfectly viable option and later regret it, that opportunity is subtracted from your satisfaction.  It’s a loss, not a gain.

““Opportunity costs subtract from the satisfaction from what we choose even if what we choose is terrific.”   – Barry Schwartz

 Escalation of Expectations

And Barry’s Jeans

We know that Barry was given many choices when it came to buying new jeans.Slim fit, easy fit, boot cut, tapered on and on, but he only wanted the kind that used to be the only kind!  The end result of his shopping experience?  He walked out with the best fitting pair of jeans he had ever owned. The caveat?  His expectations hit an all time high!  Sound familiar?

The problem with escalated expectations is worth a blog series all on it’s own.  Essentially, it can be summed up this way. The only way to be truly happy is to have no expectations or at least lower them like you’re skirting under a limbo pole. How low can you go?  The lower the better.  If your expectations run parallel to the pavement and you can flex under the pole of limbo expectation, then you are less likely to live in a state of chronic disappointment. 

Another great quote from Barry:

“Everything was better when everything was worse.”   – Barry Schwartz

I love this quote.  It resonates with our tendency to not be happy with the current state of affairs. But, let’s be honest with one another.  If we constantly expect the limbo pole to be high, so we can walk under it like a breeze, then how will we ever be pleasantly surprised?  Instead of being realistic, we live on the edge of a utopia that doesn’t exist. We are disappointed because we don’t always make a perfect choice for every decision. Our affluent nation expects perfection.  What are the consequences of that expectation?

Our freedom, liberty and ultimately our ability to choose should make us happy.  But when does that liberty go too far and start creating negative consequences?  When are too many choices a bad thing and at what point do too many choices cause us angst?  And if we know those answers, what do we do about it?

Picture: Peggy Marco – Pixabay

Limit Choices

I often refer to excerpts from Sean Young’s research, author of Stick with It, A Scientifically Proven Process for Changing Your Life for Good.  Sean addresses the Paradox of Choices and shares the results of a jam and chocolate/money study.  The results begin to shed light on how many choices should do the trick.

The Jam Jars:  6 or 24

Scientists conducted a study in a grocery store aisle which means scientists went on a field trip. The study was designed to glean a better understanding about our choices when we are offered jars of jam.  The jams came in a variety of flavors, also known as choices and the researchers used coupons as an incentive to purchase.  The study was conducted over 2 different weekends.  One Sunday the researchers offered 24 jams, the next they only offered 6.  The results? Customers who were offered 6 choices were more interested and likely to purchase than those who were offered 24 choices. 

The Chocolate or Money Study

A similar study was conducted using money and chocolate.  Participants were offered a sample of chocolate.  They could choose from a selection of 6 chocolates or 30. The researchers also offered to pay the participants.  They could be paid with chocolates or money.The people who were given 6 chocolate choices were more likely to choose chocolate as payment.  Whereas the people who were offered 30 chocolates were more inclined to select money as their pay out.  What does this tell us?  

• Chocolate is only valuable in smaller amounts?
• The pay was so small for 6 chocolates that the participants may as well eat the chocolate? (I am unaware of how much the participants were offered).
• Eating 30 chocolates is way too tempting, so picking the money is the smart way to go?

I’m not really certain what the studies truly indicate, but my inclination is to agree with their hypothesis.  Too many choices are overwhelming so we either don’t choose, choose less or decide on a different option.

When Is Enough Choice Enough?

We love the freedom that choices give us. We call the shots so shouldn’t that make us feel great!  If you’ve made it this far into my blog, you know that science tells us, nope, nada, probably not.  Too many choices are overwhelming so we just stop deciding.  We put decisions off and sometimes for an indefinite period of time.

Is there a happy balance?  Should we have at least 10 salad dressings to choose from or is 5 enough?  We know that past studies prove we are less likely to invest in mutual funds if we have over 10 options. Does the same hold true for other decisions?  Since our scientific community studied the behavior of choice, I’ll go with 10 or less. That’s a rule of thumb that works for me.  Cognitive Psychologist, George Miller had more to say on the subject. He published an article in 1956 stating that the magic number of choices should be 7, plus or minus 2.  If we go much beyond 9 choices (consistent with my 10 rule of thumb) our working memory goes into overload.

That article was published a few years ago, but still rings true.  Today the impact of too many decisions has been coined as Decision Fatigue.  Our brains get tired just like our bodies.  Decision Fatigue was described by Roy F. Baumeister, a social psychologist and author.  In his book, Willpower: Rediscovering the Greatest Human Strength, he expands on the concept. We suffer from decision fatigue after a long period of decision making.  This impacts our self-control and will-power. Once we’ve “decisioned out” we do one of two things.  We either make impulsive decisions or no decision at all.  So, decision fatigue ends up affecting our well being, because we lack the self-discipline to make healthier decisions.

So How Do We Fix the Impact of Too Many Choices?

Well, I could say play it safe and do what Goldilocks did.  She sat in 3 chairs and easily picked the one that was most comfortable.  Let’s leave the bears out of the equation for now and place emphasis on solutions.

Limit Choices

Picture – Geralt- Pixabay

Remember your goal.  Limit your choices, and AVOID:

• Paralysis of too many choices
• The Imagined Alternative Effect
• Escalations of Expectations
• Decision Fatigue

Making Decisions.  Moving Forward.

If you are shopping for cereal, salad dressing, a new car, home or software solution, establish  boundaries. How many choices will you evaluate? I’ll share a personal example:

I like software especially when it’s used as intended and if it helps me be more efficient, and I also like comparing software features and enjoy getting the most bang for my buck.  I begin the decision making process with research.  However, I realize if I’m not careful, I’ll get so many facts that I’ll never purchase the software.  One of my first steps is to be fully aware of this tendency to research more and more.  

How Do I Control This Tendency?

I allow myself to compare 3 to 5 types of software that have similar features.  This happens after I’m clear about what I want and need the software to do.  I ask myself questions? Do I need a pdf downloadable version?  That seems limiting to me, so I’ll search for a similar software that gives me more options.  This just happened.  I purchased the software that allowed me to export as pdf, html, mp4 and mp3.  I honestly think there were more options, but I made a decision and stuck with my plan.

You get the picture. 

Quick Tips: 

• Start with research and be aware that you may research “too many options.”
• Go into research mode knowing what you’re looking for. Spell it out.  Tight fitting jeans vs loose fit.  Dark or stone washed.   
• Limit your search to your magic number of viable options or brands. In the case of the software I used 3.  You may choose to expand your research depending on the decision, e.g., purchasing a new home.
• Make the decision that best fits your current needs.

Be happy with your decision and don’t dwell on imagined alternatives. Remember that way back in 1855 someone else coined the phrase “less is more”.  Now that we all understand the impact and energy required to make decisions we can use a proven tactic to streamline the process. The less is more phrase has been around for years, but it’s still applicable when it comes to making decisions.  Less choices are truly more.

About the Author: Kimberly Sheldahl is a former executive, turned Kolbe Certified ™ Consultant and Integrative Health Coach. She is passionate about the integration of productivity and well-being, and is the host of BOOM Baby BOOM, a T.V. show/podcast which will begin airing on Transformation TV in April. She is also the #1 Best Selling Author of Hack Into OZ, Get the Most Out of Life, available on Amazon. Her course, IMPACT will also be released soon. The modules include science backed data on building happiness, self-belief (efficacy), self-control (regulation), building habits, and staying motivated. Sign up for notification of IMPACT’s release here: www.kintsugilife.biz.