Seeking the Best is a psychological concept introduced by Barry Schwartz in his 2004 book The Paradox of Choice – Why More Is Less. It argues that while some choice is essential for freedom and satisfaction, an abundance of options can actually reduce happiness, cause decision paralysis, and increase regret.

Psychological research, such as the famous “jam study” by Sheena Iyengar and Mark Lepper, shows that people exposed to 24 varieties of jam bought far less than those given only 6 options, illustrating how decision overload can lead to inaction.

Schwartz identifies several mechanisms that turn excess choice into dissatisfaction:

• Decision Paralysis (Analysis Paralysis): The brain’s limited cognitive resources make it hard to evaluate many options, leading to procrastination or avoidance.
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