Having Fewer Choices Leads to Happiness
The world we live in today is much different than the world we lived in thirty years ago. In particular we have more choices than ever before. For example, not only did we not have cell phones thirty years ago, but we also rented our land-line phones from a company called Bell. Now we have the iPhone 6, Samsung Galaxy Ace 2, HTC One, Sony Xperia U, Nexus 4, and so on and so forth.
Technology has allowed us to communicate with just about anyone at any time from anywhere. At any point in time you may get a phone call from your boss or an email might come through your phone. You ask yourself, should I answer that phone call or should I reply to that email? Everywhere you turn there is a decision to be made. A choice you need to make.
Give a man or woman too many choices and we will find ourselves paralyzed or uncertain as to what to do. For example, if you take your lady to the mall and she sees hundreds of purses, she will not know which one to choose. What will end up happening is she will spend two hours looking for the "right" one. Then when she finally decides on a bag and purchases it, on the way home she will start to think about all the other bags that she didn't buy. She starts to question whether or not she made the right decision.
This similar scenario would play out for a guy who shopping for electronics. We compare and contract the latest phones or gadgets. Since there are literally hundreds of different electronics, we can't make a quick decision. The minute that we do, we end up thinking about the other gadgets we didn't end up buying. When there are more options to choose from, it is easier to imagine that you could have made a better choice. What ends up happening is that you regret the decision you made and that regret leads to less satisfaction.