Can There Be Too Much Choice? It’s a Cultural Thing

I recently wrote about the trials of choosing cereal at Wal-Mart, and friend and fellow blogger MaDonna followed up with her own post calling the cereal aisle “one of the top 5 places expats hate to visit in the US.”

Sheena Iyengar, a professor at Columbia University and leading expert on choice, understands our pain. She writes in her book The Art of Choosing,

In 1994, the year I had my first inkling that there might be such a thing as too much choice, over 500,000 different consumer goods were already available in the United States. By 2003, the number had increased to nearly 700,000, an upward trend that shows no signs of letting up. Technological advances frequently introduce new categories of products into our lives. Some of them—cell phones, computers, digital cameras—become indispensable, and soon enough the options proliferate. Just as importantly, not only are there more goods on the market, there are more ways to get at them. The typical supermarket, which carried 3,750 different items in 1949, now boasts some 45,000 items. Walmart and other “big-box” retailers offer smorgasbords of over 100,000 products to Americans in just about every part of the country. And if you don’t find what you’re looking for within a few blocks, you’ll certainly find it with a few clicks. The Internet extends your reach well beyond local venues, providing access to the 100,000 DVDs on, 24 million books (and millions of other products) on, and 15 million singles on

Following is a fascinating TedGlobal talk by Iyangar in which she discusses cultural differences in the valuing of choice. In her introduction to the video on her website, she says,

In America, choice is sacred. We believe in its limitless power and we worship it for the possibilities it offers. For Americans, choice is liberty, which is subordinate only to life itself in the Declaration of Independence. So it can be almost impossible to accept that not only are there countries and cultures that do not subscribe to the American ideal of choice, but that they wouldn’t necessarily be better off if more choice suddenly became available to them. I explore the great variation across the globe in beliefs about who should choose and when, how much choice should be available, and when choice is a burden rather than a pleasure.

Iyangar starts her presentation with an experience she had in a Japanese restaurant and ends in the US with a story of how her blindness affected how she chose the right fingernail polish. In between she shares research and anecdotes from around the world. Enjoy.

[photo: “Fi,” by Michael Hopkinsii, used under a Creative Commons license]


3 thoughts on “Can There Be Too Much Choice? It’s a Cultural Thing

  1. This post completely resonated with me and is a reminder why ATCK’s/TCK’s and global nomads need each other. When I first began blogging last year I did a post called Paralysis in the Cereal Aisle
    followed by one called Endless Choice Endless NIghtmare. Why the cereal aisle I don’t know but there you go.
    I am so glad you included the TEDtalk. Excellent.


    1. I’ve heard others talk about a fear of the shampoo/conditioner aisle, too. But there’s just something about all those boxes of cereal. Thanks for the comment.


    2. wow, I so understand this. My experience was in the cheese aisle. I ended up with no cheese after seeing the 400 cheeses offered. I’m just realizing how being an ATCK is different, but not sure what to do about it…


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