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在本书中，施瓦茨提出了一个革命性的观点：幸福意味着拥有自由和选择，但更多的自由和选择并不能带来更大的幸福，相反，选择越多，幸福越少！究其原因，施瓦茨认为，首先，当人们面对更多的选择时，反而不能做出明智的选择，因为我们的选择总是受到锚定效应、框架效应、可获得性启发式等心理因素的影响。其次，即使人们做出了正确的选择，也不一定会感到满足，因为适应效应、比较、机会成本等因素会降低我们的主观感受。

推荐序 经济学家的错误假设

中文版序 在多变的世界里探寻新智慧

前言 多即是少

第一部分 自由的重担

第1章 “小决定暴政”的受害者

第2章 选择暴增的时代

第二部分 是什么在操控你的行为

第3章 为什么我们无法做出明智选择

第4章 谁能做出最佳选择

第三部分 经济行为背后的心理奥秘

第5章 自主权——主观幸福感的负担

第6章 机会——选择一个就意味着失去另一个

第7章 后悔——向下拉扯的力量

第8章 适应——原地踏步的快乐跑步机

第9章 比较——满意度的4重诅咒

第10章 幸福——为最佳选择付出的代价

第四部分 明智的选择

第11章 11个方法

巴里·施瓦茨（Barry Schwartz），美国斯沃斯莫尔学院社会心理学教授，2009年TED大会压轴演讲人，以博学和风趣征服观众。在现场聆听其演讲的观众超过5000人，既有政府官员，也有商业人士，遍布金融、零售、餐饮、广告、娱乐等众多行业。在互联网上观看他演讲视频的人数更是超过了500万。其著作《选择的悖论》自出版以来好评如潮，先后荣登美国《商业周刊》《福布斯》杂志年度10大畅销书，在全球以20多种语言发行。多次接受CNN、PBS、CBS等一线媒体的采访，文章频频发表在《纽约时报》《哈佛商业评论》《卫报》等顶级报刊杂志。

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多年前，大名鼎鼎的政治哲学家以赛亚·伯林（Isaiah Berlin）提出一个重要观点，他把自由划分为消极自由（negative liberty）和积极自由（positive liberty）。消极自由是一种“不做”的自由（liberty from），人们有免受他人强制的自由，不按他人意愿来做事的自由。而积极自由是一种“去做”（liberty to）的自由，做自己生活的主人，让自己的生活变得更有意义、更有分量。通常情况下，这两种自由是如影随形的。要是人们无法摆脱想“不做”的事情，也就不会有“去做”的自由。但这两种自由并非总是同时出现。

想过得更好，就应该：

在选择的自由上自愿接受一些限制，而不是完全拒绝束缚

追求“足够好”，而不是“最好”

降低对选择结果的期望

在做决定时不给自己留退路

少关注身边的人在做什么

大多数明智的选择都包含以下几个步骤：

确定你的目标

评估目标的重要性

列出可能的选择

评估哪个选项最能达到你的目标

选出最佳选项

根据选择的效果调整你的目标以及各个因素的重要性，以便下一次做出更明智的选择

禀赋效应（endowment effect）

人们更愿意持有自己已经拥有的东西，而不愿意用它交换另一个可能更好的替代物

沉没成本（sunk cost）

由过去的决策导致的、不能由现在或将来的决策改变的成本

完美主义者和最大化者都希望做到最好，不过我认为两者之间还是有显著差别的。尽管两者都有非常高的标准，但完美主义者可能从来不认为自己可以达到这个标准，最大化者则认为这个最高标准是可以企及的

机会成本（opportunity cost）

因为做出一个选择而丧失的可能获得的最大利益

每一个选项的价值都不能独立于其他选项而单独评估，做选择的其中一项成本就是放弃其他机会

如果机会成本会让最佳选项的整体吸引力下降，而且机会成本与我们否定掉的众...

We would be better off if we embraced certain voluntary constrains on freedom of choices, instead of rebelling against them.

We would be better off seeking after "good enough" instead of seeking after the best.

We would be better off if we lowered our expectations about the results of decisions.

We would be better off if the decisions we made were nonreversible.

We would be better off if we paid less attention to what others around us were doing.

沃尔夫在美国各地对很多不同人士进行了深入调查，得出几乎一致的结论：作为个体，每个人都在按照自己的取向去选择自身的价值观和道德观。

筛选外部信息是大脑的一项基本功能。若是感官所及的每一样东西都要分散注意力，我们恐怕一天都撑不住。人类大多数的进步都离不开省时省力的发明，以便用有限的时间解决生活所需。

做选择的第一步就是问自己“我想要的是什么”。从表面上看，这个问题很容易回答，不过外界的信息要是派不上半点儿用场，因为想知道“我想要的是什么”，就必须和自己的内心对话。要了解自己想要的东西，最关键的点是明确地知道每个选项带给我们的感受如何。要做到这点可不间单。

根据赫伯特·西蒙的逻辑，有些人可能会认为，我描述的最大化者实际上是一群并不真正了解什么叫“最大化”的人。真正的最大化者十分了解收集和评估信息需要花费的成本（包括时间和面对的压力）。穷尽一切可能的选项，造成“信息成本”无限增加，并不是一种最大化的方式。真正的最大化者应该限定搜集信息的数量，一旦发现信息量达到临界点，就停止搜索，作出英明的决策。

书籍介绍

在本书中，施瓦茨提出了一个革命性的观点：幸福意味着拥有自由和选择，但更多的自由和选择并不能带来更大的幸福，相反，选择越多，幸福越少！究其原因，施瓦茨认为，首先，当人们面对更多的选择时，反而不能做出明智的选择，因为我们的选择总是受到锚定效应、框架效应、可获得性启发式等心理因素的影响。其次，即使人们做出了正确的选择，也不一定会感到满足，因为适应效应、比较、机会成本等因素会降低我们的主观感受。

• 作者：pikamiao 发布时间：2019-01-28 21:08:29

  出版社为了赚钱也真是想的出来，一首诗中英文一起就算一本书了。

• 作者：Longz 发布时间：2015-12-30 08:51:37

  基本上用一句谚语就能概括全书内容：天上下着毛毛雨，人家坐车我骑驴，回头一看那推车的汉，比上不足可比下还有余。

• 作者：小马过河 发布时间：2014-02-17 12:36:57

  所有局限和节制都有助于增进我们的幸福。我们的视线、活动和接触的圈子越狭窄，我们就越幸福；范围圈子越大，我们感受到的焦虑或者担忧就越多。——叔本华。

• 作者：小心麦兜 发布时间：2013-12-10 19:32:07

  通读下来，发现直接用中华民族古老的智慧就能很好地避免选择过多带来的许多问题。关键是要看开呀，看开了大部分困扰都自动解除了。当然啦，厂商就可以充分利用这些经验来影响消费者咯~~

• 作者：猛犸 发布时间：2020-05-09 04:56:25

  心理学常识串讲：峰终效应、适应、归因、期望等等。如果对这些概念有点了解的话，看第十一章提出的十一个方法就够了；如果时间紧迫，看前言中的五条原则就行；如果只有三秒时间，就听听赫伯特·西蒙的这句话：不要追求最优解，满意解就很好。

• 作者：珞琪桑 发布时间：2015-08-06 12:29:55

  断舍离告诉你要少选，选择的悖论告诉你如何少选而又不后悔。

• 别怕选择

  作者：Windie Chai 发布时间：2013-07-21 15:08:47

• The Flip Side of Same Coin

  作者：songsing 发布时间：2010-03-01 15:38:20

  I used to be an extremist, I used not to ruminate the options I passed up, I used to reject to imagine how the alternative would have turned out and regret what I chose. But, something happened, and I was changed, and a real world paled in comparison to an imaginary world.

  Since then, I have been plagued by grief. Since then, I have had to live with the sting what I could have...if only.... Since then, I have been spinning far down a vicious spiral - negative emotions trigger regrets and countfactual thinking, regrets and countfactual thinking trigger more negative emotions. Sometimes I feel like being stuck in the deep state of misery which couldn't have been worse any more. It turns out even worse later on. Sometimes I feel paralysed by the acute pain and emptiness, not because of too much choices but because of the consequences of past choices. Sometimes I even wonder whether I am able to arrest the strong downward pull and make a amendment. Silver lining is such a mess-the total failure of my life-trigger my curiosity about the mechanism of human's decision-making.

  I had listened Schwartz's engaging TED talk before, I had searched his book for quite some time, finally I got it. Reading this book is to provide me an insightful study of choice, how we make decisions, what the flip sides of the coin of choice are, what's the price we must pay for abundant choices and what the tricks play in our satisfactions with the outcome of choices we made. It is persuasive and well-reasoned, it is thought-provoking. Inside it, there are some theories and research findings which I have also bumped into here and there. It is interesting to see how popular they are cross disciplines, and how ecomomics, behaviorism, psychology and sociology interconnect to each other.

  Beginning with his shopping experience, Schwartz raised one question: "Choice is essential to our autonomy, freedom and well-being, but, is it true that the more choices people have, the better off they are?" His answer is not necessarily. Throughout this book, He convincingly lays out the following arguments:

     1. We would be better off if we embraced certain voluntary constraints on our freedom of choice, instead of rebelling against them.

     2. We would be better off seeking what was “good enough” instead of seeking the best.

     3. We would be better off if we lowered our expectations about the results of decisions.

     4. We would be better off if the decisions we made were nonreversible.

     5. We would be better off if we paid less attention to what others around us were doing.

  We may all know well about the value of choice:

      * Instrumental value: It enables people to get what they need and want in life.

      * Expressive value: It enables us to tell the world who we are and what we care about.(Choices have expressive functions only to the extent that we can make them freely.)

      * Psychological value: It enables people to be actively and effectively engaged in the world

  However, we might not be aware that we are tyrannized by the bountiful choices in mordern society, that is, we are paying for the growth of options and opportunities at cost of:

      * Time

      * Effort

      * Psychological consequences

  So he coins the term "The tyranny of Choice". To make it understandable, he explains:

      * More choices means more trade-offs;

      * More choices means making mistakes more likely;

      * More choices make the psychological consequences of mistakes more severe;

      * More choices can entail more complications than it's worth.

      * More choices can occupy our attention and fuel our anxieties.

      * More choices subtly shift the responsibility from choices provider to decision makers. (This point is very insightful and I can't agree any more.)

  He reasons that choices are govern by memories and expectations, unfortunately, people is lacking of self-knowledge, neither our predictions about how we feel after an experience nor our memories of how we did feel during the experience are very accurate reflections of how we actually do feel while the experience is occurring. This is affected by:

      * Peak-End rule: what we remember about our past experiences is almost entirely determineded by two factors:

            o how the experiences felt when they were at their peak (best or worst)

            o how they felt when they ended.

            o e.x. intense pain + mild pain < intense pain; great pleasure + good pleasure < great pleasure.

      * Availability heuristic: assume that the more available some piece of imformation is to memory, the more frequently we must have encountered it in the past.The factors affect availability to memory:

            o frequency

            o salience/vividness

      * Adaptation: we get used to things, and then we start to take them for granted.

            o perceptual adaptation: decreased responsiveness to sights, sounds, odors, any given environmental event as the event persists.

            o hedonic adaptation: decreased “hedonic” or pleasure extent to an experience as it is experienced more and more

  Besides, people's decision-making is also influenced by:

      * The effect of framing(Prospect theory):

            o We prefer a small, sure gain to a larger uncertain one.

            o We will risk a large loss to avoid a smaller one. (Loss aversion)

      * Endowment Effect: Once something becomes part of your endowment, even after a very few minutes, giving it up will entail a loss.

  Then Schwartz talks about why and how we suffered from the problem of regret:

      * Two types of regret:

           1. Anticipated regret will make decisions harder to make

           2. postdecision regret will make them harder to enjoy

      * Factors affect the regret:

            o omission bias: a bias to downplay omissions (failures to act) when we evaluate the consequences of our decisions.

                  + in short run: we regret actions that don’t turn out well more than we regret failures to take actions that would have turned out well.

                  + in long run: The omission bias undergoes a reversal with respect to decisions made in the more distant past. That is, as time passes, what we’ve failed to do looms larger and larger than what we did.

            o “Nearness” effect: How close we come to achieving our desired result.

            o Responsibility: bad results make people regretful only if they bear responsibility.

            o Counterfactual thinking: thinking about the world as it isn’t, but might be or might have been, which will provide a never ending supply of raw material for experiencing regret. It establishs a contrast between a person’s actual experience and an imagined alternative.

                  + Upward counterfactuals:

                        # imagined states that are better than what actually happened

                        # it may inspire us to do better next time, but the flipside of it will diminish a sense of achievement.

                        # people easily produce upward counterfactuals when negative emotions triggered.

                  + Downward counterfactuals:

                        # imagined states that are worse.

                        # will engender not only a sense of satisfaction, but a sense of gratitude that things didn’t turn out worse.

                        # people rarely produce downward counterfactuals unless asked specifically to do so.

  He also identifies several other psychological processes that explain why added options do not make people better off: adaptation, missed opportunities, raised expectations, and comparison with others. In the end, he gives some recommendations, which I think a bit repetitive, but it can be viewed as a summary of his points.

  Among all his arguments, what I mostly agree with him is: The choice of when to be a chooser may be the most important choice we have to make.