Choice, who would choose it?
But while the ability to choose is generally a good thing, too much freedom of choice is crippling us with indecision and making us unhappy, claims the new research.
Choice can also foster selfishness and a lack of empathy because it can focus people on their own preferences and on themselves at the expense of what is good for society as a whole.
Professor Hazel Rose Markus, the author from Stanford University's Department of Psychology, said: "We cannot assume that choice, as understood by educated, affluent Westerners, is a universal aspiration, and that the provision of choice will necessarily foster freedom and well-being...among non-Western cultures and among working-class Westerners, freedom and choice are less important or mean something different than they do for the university-educated people.
There, there, you poor people and you brown people, you don't really want "choice", it's only us clever rich people who want it and it doesn't make us happy. So let us take all that nasty choosing away from you and we will make you happy with what we give you.