The agony of choice
One of the problems is the excess of choices. The American way: if choice is good, lots of choice must be better. Well, sometimes it just frazzles my brain. Broader choices don’t make choosing any easier; they make it harder.
Proliferation of choice is particularly endemic in convenience food. Umpteen different packages of flavoured instant couscous, but if you want to make it yourself you’re out of luck: they don’t carry any plain couscous.
Want chocolate cake frosting? Here’s your choices in the Betty Crocker range alone:
- Milk Chocolate
- Dark Chocolate
- Sour Cream Chocolate
- Triple Chocolate Fudge & Chip
- Chocolate Almond
- Mint Chocolate Chip
- Vanilla Chocolate Chip
- French Vanilla
- Vanilla Bean
- Double Vanilla
Maybe the couple we saw yesterday in Safeway, deliberating over the cake mixes for over ten minutes, were having trouble deciding which brownie mix to buy? I sympathise. The best way out of the swamp: buy whichever one’s on sale for a dollar this week.