I finally realized why I hate to shop for new clothes or to shop for basically anything at all. Barry Schwartz discussion about the paradox of choice explains why with regard to choices, “more is less.” Schwartz explains how we live in a world where we have so many choices for anything from selecting cereal to buying a house. With so many choices, we become paralyzed with our decision making. With so many choices, it takes us a long to time to decide and sometimes we cannot decide at all on what we want. Finally, when we finally choose from the many options, we are often left with regret for making the choice. It makes so much sense. When you have so many options and then you are not satisfied with your decision, you can only blame yourself. Schwartz also talks about opportunity cost which is when we select one activity over another and we know are giving up something. When we make are the ultimate choice, we are aware of what we have missed out on something which causes distress. I am not sure if there is an answer to the paradox of choice. For me, I think I will try to decide exactly what I am looking for before I go out to shop so that I do not become overwhelmed and paralyzed when I get to the store!