Barry Schwartz: The paradox of choice

TEDGlobal 2005
Barry Schwartz: The paradox of choice (script)
Summary
For us, the secret to be able to feel happy is to have low expectations.
It'll surprise us. We have an illusion that for people, having more choice is more freedom and it leads to more welfare. It is deeply embedded in our lives but people are not doubtful of believing it. However, we have passed the point where options improve our welfare but a lot of choice or too many it gives us confusion, the burden and the responsibility. It also produces paralysis like giving up choices. Even if you can make a choice, you'll only get lesser satisfaction than you have fewer options. It is because unselected things induce you to regret the decision you made, despite the choice being perfect or not.
Additionally, a lot of choices increases the expectations that you have about how good those options are. It makes you disappointed.
It occurs not only buying things but also various aspects of our lives. You might not be able to believe that in the current generation, having low expectations, compromise and the limits are not bad. It helps you more than having too many choices. It won't hurt you and it won't make you worse.
Words in this story
burden / a load, especially a heavy one.
illusion / a thing that is or is likely to be wrongly perceived or interpreted by the senses.