Even before the Internet brought unlimited consumer options direly into our homes, choice had long been seen as the driving force of capitalism(资本主义). The possibility of consumers to choose between competing providers of products and services decides which businesses will grow rapidly and which will bite the dust. The competitive environment caused by consumers' free choice supposedly drives innovation and efficiency, delivering a better overall consumer experience.
However recent experiments on consumer behaviour have suggested that too many options can lead to a range of anxieties in consumers一from the fear of missing out(FOMO) on a better opportunity, to the loss of pleasure in a chosen activity( thinking "why am I doing this when I could have been doing something else?") and regret from choosing poorly. The raised expectations presented by a broad range of choices can lead some consumers to feel ill-informed and indecisive when making a purchasing decision.
Fortunately, randomness offers us a simple way to overcome the choice related anxieties.
When feed with a multitude of choices, many of which you would be happy to accept, throwing a coin may be the better option. This "randomized" strategy can help us to focus on our true preference and sometimes making a quick good choice is better than making a slow perfect one, or indeed making no decision at all.
I's important to remember that you are not required to flow the randomized decision blindly. The suggested choice is just designed to put you in the position of having to seriously consider accepting the specified option, but doesn't force your hand one way or the other.
For those of us who struggle to make decisions, it's comforting to know that when struggling with a selection, we can get out a coin and allow it to help. Even if we resolve to reject the outcome, being forced to see both sides of the argument can often kick start or speed up our decision making process.
