Regret
The feeling that a different choice would have gone better, and the anticipation of that feeling before choosing.
What it is
Two features shape regret: whether a person brought the outcome about, and how easily a better alternative comes to mind. Anticipated regret, felt before a choice is made, is the part that changes behaviour. Barry Schwartz, in The Paradox of Choice, links a wider set of options to more opportunities for regret.
In effect
In the article on why gift-giving is stressful, the prospect of choosing the wrong gift adds to the strain of a wide shelf.
What it does not say
The link between the number of options and regret is argued in the book more than measured. It does not say that more choice always means more regret.
Sources
- Schwartz, B. The Paradox of Choice.