What does the "paradox of choice" primarily lead to?

The "paradox of choice" refers to the phenomenon where having too many options can lead to negative outcomes, primarily dissatisfaction and decision paralysis. When individuals are confronted with a vast array of choices, the burden of making a decision can become overwhelming. This can result in a fear of making the wrong choice, leading to anxiety and hesitation, causing people to either delay making a decision or avoid making it altogether.

Moreover, even after making a choice, individuals may struggle with doubts and second-guessing, wondering if a different option might have led to a better outcome. This can diminish overall satisfaction with the decision made, as people might focus on what they missed out on rather than appreciating the choice they settled on. Thus, the paradox of choice illustrates how, contrary to the expectation that more options create more satisfaction and empowerment, they can instead lead to confusion and regret.