At a supermarket, two experiments were conducted.

在一家超市進行了兩項實驗。

In the first experiment, 24 different types of jam were available to freely test and buy for a discounted price.

在第一個實驗中，有 24 種不同的果醬可供自由試吃，並以折扣價購買。

In the second experiment, only 6 different types of jam were available to freely test and buy for a discounted price.

在第二個實驗中，只有六種不同的果醬可供自由試吃和以折扣價購買。

The first experiment attracted 60% of shoppers and 3% bought jam.

第一次實驗吸引了 60% 的購物者，3% 的人買了果醬。

The second experiment attracted 40% of shoppers and 30% bought jam.

第二次實驗吸引了 40% 的購物者，30% 的人購買了果醬。

Even though more shoppers were initially attracted to more variety, with less choices the supermarket was able to sell 10x the amount of jam.

儘管最初更多的購物者會被更多的不同種類所吸引，但在選擇減少的情況下，超市的果醬銷量還是翻了 10 倍。

This is the paradox of choice.

這就是選擇的悖論。

For most people, a large selection of any given product is seen as a net positive.

對大多數人來說，任何特定產品的大量選擇都會被視為淨利。

But once the number of choices increases past the threshold, our subjective state becomes negative and leads to inner paralysis and decision fatigue.

但是，一旦選擇的數量超過閾值，我們的主觀狀態就會變得負面，導致內心癱瘓和決策疲勞。

The paradox of choice can also be found in modern-day dating.

在現代約會中也可以發現選擇的悖論。

In the past, you would marry people you met locally.

過去，你會和在當地認識的人結婚。

Nowadays, we have too many choices.

如今，我們有太多的選擇。

And you may think that all that variety would make it easier to find the perfect partner.

你可能會認為，所有這些多樣性會讓你更容易找到完美的伴侶。

But more optimal decisions can be made when given a smaller amount of options to choose from.

但是，如果可供選擇的方案數量較少，就能做出更優化的決策。

When faced with a small number of options, people can easily weigh the pros and cons of each and be fairly satisfied with whichever option they chose.

面對少量的選擇，人們很容易權衡利弊，並對自己的選擇相當滿意。

When faced with a large number of options, knowing which option is best becomes more difficult.

當面對大量選擇時，要知道哪種選擇最好就變得更加困難。

And the more options there are, the more chances there are of feeling regret.

選擇越多，後悔的機會就越大。

With more options, the more you feel the need to compare.

選擇越多，就越需要比較。

The attractive features of the alternatives diminish the satisfaction in your final choice.

替代品的誘人特性會降低你對最終選擇的滿意度。

Even if we made an excellent decision, the opportunity costs of the other options subtract from the overall satisfaction of our choice.

即使我們做出了一個很好的決定，其他選擇的機會成本也會減去我們選擇的總體滿意度。

Too many choices often leads to people not making any choice and giving up on the endeavor altogether.

過多的選擇往往會導致人們無法做出任何選擇，甚至完全放棄努力。

Be sure to check out the full-length series where we go through 21 of the most common mind traps, thinking errors, biases, effects, and other phenomenon that have the biggest impact on your thinking and decision making.

請務必查看完整系列，我們將在其中介紹 21 種最常見的思維陷阱、思維錯誤、偏見、影響以及其他對你的思維和決策影響最大的現象。