A Modern Romance ch 4

Clearly, having a plethora of choices is a negative thing. We might easily argue that the abundance of different choices to choose from is a positive thing because it provides a variety from which to choose the best; however, it speeds down the decision-making process and causes people to feel dissatisfied with what they have. Dependent on their decision-making method, people may be either satisficers or maximizers, according to Simon (1972). Someone will be a satisficer if he is willing to choose or make a choice based on a readily available good or service and be satisfied with that product regardless of the availability of other goods in the market or their efficiency. An example is when I would like to buy an umbrella on a rainy day; I will buy the one I will access first regardless of the quality of the others. On the other hand, one can be a maximizer if he is able to evaluate the various options available and select the best of the options available. He takes time to consider the features of the options available with an aim of getting the best. An example of how this would happen is when I would like to buy a phone to replace my current one; I will take time to consider the ones available in the market, the new phones coming up and the reviews available before making the decision on the exact model I am going to buy.

According to the study done by Iyengar and Lepper (2000), availability of many options is a bad thing because it leads to indecisiveness. One becomes confused and spoilt for choice. Iyengar did a research in a luxury food store by providing a small number of jams to its customers and a large number of jams to its customers. The customers were given a chance to select the best out of the options available. This research identified that the ones provided with many options had high chances of not buying unlike the ones provided with few options. I agree with her because having many options leads to confusion and discontentment. It is good when we have few options so that we learn to appreciate the options available.

The study done by Aron and Dutton (1974) on bridges is an illustration of how adding fear or thrilling experience has an effect on relationships. This is because it creates an arousal which one might not easily differentiate if it is romantic arousal or fear. According to their study, it helps make the relationship grow stronger because it has an effect on ones emotions. I agree with their finding as it is important to make the dating experience exciting so as to make it last longer.

Work Cited

Dutton, Donald G., and Arthur P. Aron. "Some evidence for heightened sexual attraction under conditions of high anxiety." Journal of personality and social psychology 30.4 (1974): 510.

Iyengar, Sheena S., and Mark R. Lepper. "When choice is demotivating: Can one desire too much of a good thing?." Journal of personality and social psychology 79.6 (2000): 995.

Simon, Herbert A. "Theories of bounded rationality." Decision and organization 1.1 (1972): 161-176.