“The Paradox of Choice: Why More Options Make Us Less Happy”

Read the Full Essay

The one moment I will never forget is when my grandmother came up to me and asked me to help her buy a mobile phone. After we reached the stop, within no more than thirty seconds, she looked at me and said, Choose for me!" I laughed. Surely, with so many phone models on display, she would want to consider which one had the best features, prices, cameras, etc. But no, she just shook her head and said, “Back in my day, there was only one phone, the one in the house. No question as to which one is better.”