One reason for achieving goals is that people are motivated by self-gratification that may occur consciously or unconsciously (Aarts, 2007). Addressing needs, or accomplishing a task etc. are examples of goal achievement that occur on a regular basis. Some tasks however require more thought process and perhaps may involve more choices. While more choices are what society may strive for, it is arguably a positive outcome.
Take television or cable channels, for instance, the former may allow a person in the U.S. access to see 12 channels while the latter may result in 70 or more. A person can be content with watching one show at any given time or bits and pieces of many. Whereas channel surfing may be a popular past time it’s hardly time well spent and people may even be less happy in the end. In the context of dating there may be the ‘perfect [person] list’ where there is an elusive perfect individual somewhere out there. The individual may be so overwhelmed with choices of an ideal that, again, the outcome is less than positive.
Iyengar, Wells, and Schwartz (2006) argue that too many choices can make someone feel worse rather than better. The researchers found that people who were fixed on options (i.e. TV channels or attributes on the perfect person list, for instance) and used external sources (i.e. TV guide and fashion) as information tended to be less happy. An explanation for the result is that, in pursuing the goal, the individual is in search for the ideal and while a person may have indeed performed better in some way in the end the ideal cannot been reached (Iyengar et al., 2006).
Iyengar, S.S., Wells, R.E., & Schwartz, B. (2006). Doing better but feeling worse: Looking for the “best” job undermines satisfaction.