According to Schwartz, there are three kinds of people: Maximizers, Satisficers, and Perfectionists. Maximizers turn decisions into major projects, looking for the absolute best solution. It doesn't matter if a Maximizer is buying a car or buying a new set of headphones, each requires an exhaustive effort. On the other end of the spectrum are the "happy" ones, Satisficers. Satificers make decisions quickly and decisively, settling for good enough. Once a solution that satisfies his/her needs is found, a Satisficer feels no desire to continue searching for the very best. When comparing the two groups, Maximizers exert a greater effort toward decision making than Satisficers. Maximizers will spend more time on product comparisons and the purchasing decision, while experiencing more regret and negative feelings toward their decision than Satisficers.
You may be thinking a Maximizer sounds a lot like a Perfectionist. A Perfectionist sets high standards for him/herself, but does not expect to meet them. On the other hand, Maximizers set similar high standards, but expect to fully meet them. According to Schwartz, high standards and the search for the best contributes to dissatisfaction with life. Schwartz developed a test to calculate an individuals Maximization score. If you are interested in determining how much of a Maximizer you are I encourage you to take Maximization Test below.
Schwartz concluded that, "high Maximization scores experience less satisfaction with life, were less happy, were less optimistic, and were more depressed than people with low maximization score (Satisficers)". If you found you had a high Maximization score like me, you might agree that Schwartz's conclusion about Maximizers is just depressing. The outlook seems pretty bleak for Maximizers based on his research.
In the last chapter of The Paradox of Choice, Schwartz recommends several ways to combat the trap of too many choices. One of his solutions is, "be a Satisficer rather than a Maximizer". Wow, that's great advice! Of course Maximizers would rather be Satisficers if it meant less dissatisfaction and post decision regret. The only issue is that Schwartz offered no actions steps for becoming a Satisficer. So as a Maximizer, I have thought of three ways one can bring more satisficing into his/her daily life.
1. Set A Time Limit
Sometimes it feels like there is a never ending list of choices. Truthfully it's nice to have options, but Maximizers have a strong desire to explore them all so they can be certain they have made the best choice. One would think that limiting the number of choices considered when making a decision would solve the Maximizer's unhappinass dilemma. But this doesn't work for Maximizers who want the very best. Instead, setting a time limit allows a Maximizer to evaluate as many options as he/she can within that time frame. With this solution, a Maximizer can conduct his/her research thoroughly and then feel like he/she has made a well informed decision. The time allotted for decision making should be based on the importance of the decision being made and the level of involvement required. For example, buying a new car may require 3 weeks and selecting a Netflix movie may require 10 minutes. Selecting a time limit is subjective, but the key to success is holding yourself to it.
2. Practice Decision MakingIt will be less time consuming for Maximizers to make big decisions, if they get used to making smaller decisions. Making quick decisions will teach Maximizers the "good enough" lifestyle. Maximizers should begin by making "good enough" decisions on a small scale. For example, going to a coffee shop and ordering a drink is a great place to start. This act is seemingly insignificant and one would have to really screw up their order to not achieve some level of satisfaction. Ordering a drink at a coffee shop, requires Maximizers to make several decisions in a relatively short time frame. Satisficers are great at being decisive. By practicing the art of quick decision making, Maximizers can develop the Satisficer's indifferent attitude toward abundant choices.
3. Choose Decisions Worthy Of Your Time
Spending less time on the small stuff will help Maximizers prioritize their decisions and learn what decisions are actually worthy of their diligent effort. Perspective is key here. The amount of effort that goes into buying a home should not be the same effort that goes into buying a new pair of shoes. Maximizers are rational just like Satisficers, but they differ in their dedication to meeting high standards. Maximizers should sit down and rationally sort life's decisions into two groups: important and unimportant. The important decisions are worthy of the Maximizer's dedication to research. One could think of the daily decisions make as small and seemingly unimportant in the grand scheme of things. Buying a house, moving to a new city, and deciding to get married should be considered important decisions that Maximizers should feel no guilt in looking for the very best.
Transitioning from a Maximizer into a Satisficer is a huge mental undertaking and my not be feasible. There is nothing wrong with being a Maximizer, if one is happy with their lifestyle. But since I am personally prone to over thinking decisions, I see the benefit in adopting Satisficer tendencies; I want more free time and less buyers remorse. By following these three simple techniques I believe me and my fellow Maximizers can learn to make smarter and more satisfying decisions.
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