Have you ever been confused after entering a big store and unable to choose your desired products? Or you can’t decide between different dishes in a restaurant? Maybe you have experienced this confusion while buying clothes. In any case, you are not the only one who complains about this issue. For decades, psychologists have agreed that humans get confused when faced with too many options. After defining the illusion of choice and introducing its factors in this article, we examine its history. Then we talk about its relationship with capitalism and prejudice bias. Ultimately, we will share the ways to escape this illusion with you.
What is the illusion of choice?
As its name suggests, the illusion of choice is a cognitive bias in which a person imagines he has more control over his life than he does. In this unconscious bias, we guess that we made the choices ourselves.
This illusion involves us in different parts of life, including politics and the market. Consider the following examples:
- One of the most famous examples in this area is choosing between different carbonated soft drinks. The fact is that carbonated soft drinks are not much different from each other, but we choose our desired soft drink based on the color and packaging as well as the reputation of the brands. We think our choice is based on taste and consciousness, but it is not.
- In some political spheres, voters are plagued by the illusion of choice. For example, both parties present similar candidates with similar programs. Finally, the voters conclude they have few options and must vote for one of the two candidates.
- Fictional computer games are another example of the illusion of choice. In some of these games, the player can choose between several options. The game developers design these options and the game path, so the player thinks he has made a specific and meaningful choice. Still, the reality is that he has chosen between the limited options that the game developers have included in the game.
- A computer company offers a free trial period for its new program. The company tells users that continuing to use the app during the free period will renew the customers’ membership. Users will be pushed to choose an option that is more profitable for the company.
What factors cause the illusion of choice?
- Many options.
- Misleading information about options.
- Our inability to understand the difference between options.
- How the information is provided to us; For example, many people choose the first option presented or seen.
- Our membership in groups; For instance, when we are a group where most members choose a particular option, we are also encouraged to join the group.
History of the illusion of choice
This phrase is almost a new concept. In 1896, an American philosopher, and psychologist, William James, used the term illusion of choice in one of his lectures. In describing this phrase, he said: “Every dilemma in which there is no option of not choosing is a form of being forced to choose.”
The illusion of choice has been studied in cognitive psychology ever since. In a research paper published in 2000, Sheena Ingar and Mark Lepper stated that people are more likely to buy when they have fewer options for a type of product available. In addition, more research results indicated that people would be more satisfied with their purchases when they have fewer options. This is known as the ” paradox of choice. ”
For years, marketers and sales professionals have used the illusion of choice to shape our choices.
The illusion of choice and capitalism
The school of capitalism, which can be seen in most parts of the world today, is a concept that states that people should be able to take control of their lives and choose freely. However, psychologists doubt the truth of this proposition, Not because it is wrong, but because the conditions of capitalist markets are such that they lead consumers to the illusion of choice.
Big and even small companies and businesses use marketing and advertising techniques to take our minds in their desired direction. We imagine that we are choosing a product from among different products, but in reality, we are guided to choose an option without realizing it.
One of the clear examples of this issue can be seen in the fast food industry. A fast food restaurant claims to have a comprehensive menu that will satisfy people with different tastes, but the dishes are not much other except for some ingredients added to each.
What are the similarities and differences between the illusion of choice and bias?
The illusion of choice and bias can lead to wrong and misleading decision-making. These two phenomena can make people choose based on false information or out of pride. In prejudice bias, a person thinks his choice is superior to other alternatives. In the illusion of choice, a person feels he has chosen different options. Both of these mean that the person thinks they have made a good choice when they have not. Another similarity is the observation of both in common areas, from politics to everyday shopping.
The difference between these two phenomena is defined in each of them. The illusion of choice induces a person to believe that there are different options and that he has the power to choose. Still, in bias, the person believes one option is better than others without a logical reason. In this case, a person decides based on his prejudices.
How do we know that we have an illusion of being chosen?
If you see these signs in yourself, you are probably delusional:
- You obsessively pay attention to the details of your choices and your mind’s involvement.
- You doubt your abilities based on what other people say about you.
- When faced with too many options, you are indecisive or find choosing challenging.
- You feel that you must have a choice without flaws or mistakes.
- You blame yourself for every choice.
- After each choice, you think about the options you didn’t choose.
If you experience several of these symptoms while doing various things, including shopping, you should doubt the existence of this illusion. If you do not deal with the illusion of choice, regardless of the financial or spiritual losses caused by the wrong choice, you may suffer from stress and anxiety, and your mental health will be at risk.
How to deal with the illusion of choice?
Undoubtedly, we all face the illusion of choice at some point. Now how can we stand against it? We suggest the following methods. These methods will strengthen your decision-making skills.
- Define your goals to make decision-making easier.
- If possible, break down the options and make them more straightforward and understandable.
- List the benefits and consequences of each option. With the help of this list, you will better evaluate the options.
- Consider the point of view of others. Consult with others. Hear their opinions. Others may look at the options ahead from a different angle, and you may better understand aspects hidden from you.
- Trust your instincts. Sometimes, after all the research, you have to trust your gut. You don’t have to make all decisions using reason and logic alone.
- Be aware of your cognitive biases. Like any other person, you are human with your preferences. Recognizing these biases makes you less likely to fall prey to them when making choices.
- Don’t rush. If possible, take the time to consider the options and solutions before making a decision. Beware of the instinct of urgency that makes you rush into decisions. Many essential or trivial decisions in life are not emergencies.
- Calculate the risk. Every choice has consequences. Sometimes these consequences have high costs. Therefore, consider each option’s risk before making critical choices in life.
Warning! This article is only for educational purposes; to use it, it is necessary to consult a doctor or specialist.
