Linked to this is the ‘paradox of choice’, the finding that people report greater satisfaction in making choices from a smaller range of options. In one study, researchers recorded the behaviour of shoppers at an ‘upscale grocery store’, who chose from a selection of either six or 24 jams. In the first group, 30 per cent then bought a jar, while only three per cent made a purchase from the larger range.
‘Even though consumers presumably shop at this particular store in part because of the large number of selections available, having “too much” choice seems nonetheless to have hampered their later motivation to buy,’ the researchers noted. Behind this sense of ‘choice overload’, they suggested, is the idea that there is a ‘wrong’ choice to make – and that making it could incur some kind of cost or consequence.
Buying a car is, for many, one of these agonising decisions, because of the expensive nature of the purchase and the bewildering range of options on offer. Colin Moore, 74, from Sidcup, Kent, has solved this particular paradox of choice: he simply rebuys a VW Golf every time there is a new model, and is now on his fifth in 20 years.
‘I wouldn’t want to change. They’re so reliable, they’re lovely to drive, very comfortable. I like that there are a few new features each time, like cruise control, but the essential design is the same every time. The only problem now is that they’re introducing the hybrid version. That will be a bit of a change. So I’m not sure.’
Whether buying the same car or wearing top-to-toe purple all year round, embracing repetition can help to avoid decision fatigue, says psychologist Doreen Dodgen-Magee. ‘By limiting the number of choices we have on any given day we can minimise the likelihood of experiencing it. Common areas to limit decisions are in what to wear, what to eat, and how to schedule one’s time.
‘If we have a few of our first daily decisions relatively dialled in, we conserve decision-making energy and are more likely to have what is needed for the choices we need to make in other parts of our lives.’ But she warns against becoming too focused on maintaining particular routines at the expense of new experiences.
‘For many people, jumping into the unknown or trying to do something in a new or different way requires emotional energy that feels costly. We revert to what we know and what we’ve habituated to simply because it’s a known commodity. We tend to forget that the process of appropriate risk-taking can give us energy, instead focusing on how much energy it would take to try something new and possibly not excel or succeed.’
Norton also highlights the importance of striking a balance. ‘It’s a trade-off. With all new things, you get to access different emotions, new experiences. They can all be good, psychologically. If you want complete discovery and excitement that’s great; if you want connection to the past then the same thing can be great, and in either case there is a sacrifice. No one is better than the other, so you should think about what you are looking for.’
Variety may be the spice of life. But repetition offers much to feast on – and sometimes a spinach and cheese omelette is all you need.