We have an innate need for control so having options from which to choose makes us happy. Though this is not valid for all cultures – in collectivist cultures people are more satisfied with the outcome of a choice if it was made for them by the community or members of the family. The way we look at choices and the way we approach them influences our lives.

Choice might mean freedom for a lot of us. But freedom comes with challenges as well.

1. The more options we have, the harder it is to choose and sometimes we simply avoid to do it.

Sheena Iyengar is the scientist behind the famous 6 vs. 26 jars of jam experiment. People bought more jam when faced with six options than when faced with many more. Other studies also suggest that we can handle around 7 ± 2 options. Anything above that becomes just frustrating.

It helps to categorize the choices to narrow down the options and to start from easier ones to harder ones.

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