重庆市2023-2024学年高二下学期2月开学考试英语试题试题详情
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Imagine you need milk so you go to the grocery store to pick some up, only to find there are dozens of options. These days, you have to make a decision on not only the percentage of fat you want, but also what source you want your milk to be coming from: cows, soybeans... You have no idea what milk to pick. There are so many choices that you are confused.
This phenomenon is known as the paradox (悖论) of choice and it is becoming a concern in the modern world, where more and more options are becoming easily available to us. While we might believe that being presented with multiple options actually makes it easier to choose one that we are happy with, and thus increases consumer satisfaction, having too many options actually requires more effort to make a decision and can leave us feeling unsatisfied with our choice.
The idea was popularized by American psychologist Barry Schwartz when he published his book, The Paradox of Choice: Why More Is Less. Schwartz, who has long studied the ways in which economics and psychology intersect (交叉), became interested in seeing the way that choices were affecting the happiness of citizens in Western societies. He identified that the range of choices that we have available to us these days is far greater than that people had in the past; however, consumer satisfaction has not increased as much as traditional economics theories might expect.
Schwartz identified that the paradox of choice carries the most consequence for people that are maximizers. Maximizers, unlike satisficers, are concerned with making the best choice instead of simply making a choice that they are happy with. When there are many options available to maximizers, it becomes harder for them to determine which is the best, which can cause them to feel a great deal of regret after they have made a choice.
Instead of believing that freedom of choice is unlimited, Schwartz advocates that the role of psychology and behavioral economics should be to find the kind of limitations on freedom that can lead to the greatest level of happiness within society.
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