My review
rating: 4 of 5 stars
A very interesting book about how an overabundance of choice creates stress and depression, particularly for a certain class of people (maximisers). Interestingly, it seems that I’m not a perfectionist but a maximiser (someone who always tries to find the absolute best course of action/choice).
As an example, I’ve recently been trying to buy a new monitor but I’ve now spent upwards of 6 hours comparing prices, spec, reviews and availability. In the end, I was getting so down about the decision because there didn’t seem to be a perfect choice that fitted my criteria. ~3 weeks later, I still haven’t bought one. It is this process that the book tries to unravel.
It is very well researched with plenty of insights into consumer behaviour. If I had one criticism it would be the self-help section at the end, which I didn’t find particularly inspiring. However, just being aware of the paradox of choice, and your own personality type, can help you avoid investing too much in your decisions.
So true. It applies a lot in programming, designing, manufacturing processes, etc. Sometimes you just need to have a go at one of the options. You’ll probably make the wrong choice, but at least you’ll know exactly why it’s wrong, rather than trying to envisage up front about what could be wrong with that choice, etc.
So in your case it would have been best to buy one of the monitors (with a return policy) so you could actually try it out. Until you try it your selection criteria could be all wrong.
Interestingly, one of the things that decreases decision satisfaction is the returns policy. If you can return the item, then you’ll still be looking at alternatives and wondering: “did I buy the best one?”. If my mum comes home with clothes and mentions that she can always take them back, I know that at least 50% are going to be returned next week. Just having the returns policy increases the chances of you changing your mind and continuing your search.
What I should be doing with the monitors is “satisficing”: Buying one (any one!) that matches my criteria of size, cost, features and brand. Instead I’m trying to find the one with the best colour reproduction among a choice of ~50 monitors on Pixmania. They almost all have the same resolution, colour depth, size, contrast, response times and features so there’s very little to distinguish them. Samsung alone has 32 20-22″ monitors listed on their site, with little apparent differences.
A satisficer wouldn’t be too affected by this abundance of choice since they will settle for the first monitor that matches their criteria and stick with it. However, a maximiser (like me) is trying to buy the “best” monitor from all these choices. So I look at endless reviews, forums, tests, etc. and even if I buy one eventually, I won’t be completely satisfied that I made the correct the decision.
Ultimately, the book is advocating more satisficing and less maximising. Just pick one and be happy with it because the actual differences probably aren’t worth the psychological stress.
So what monitor have you decided you want and are now looking for the perfect excuse to justify it?
You will of course require an appropriate monitor callibrator so that your photos look as they should on the screen!
When I go to buy shiny toys, I always compare all the specs and make a decision fairly early on in the process ~1 – 2 weeks. The rest of the time is spent convincing myself I want it and looking really hard for the best price, which normally takes forever because there are so many websites out there. Some encouragement from on lookers is always useful.
So go on buy that monitor, put yourself out of your misery. You know you want it.
So, I just ordered the monitor with minimal spec peeping and no review reading. It wasn’t one I was considering before because it was out of my price bracket but now I’ve just gone with it (to hell with the consequences). It’s a very good sounding pro-spec 22″.
I’ll send the irate wife around to you, John
You’re a bad influence (so stick around)
After reading “…person who always wants to find the best course of action…” I walked around a few days thinking I was a maximizer, but this other definition (http://careersintheory.wordpress.com/2010/01/25/maximiser-or-satisficer) is sooo not me.