What Is the Illusion of Choice?

Table of ContentsView AllTable of ContentsHistorySigns of Problematic Decision-MakingTypesPractical ApplicationsImpactExamplesCapitalismTips for Managing the Illusion of Choice

Table of ContentsView All

View All

Table of Contents

History

Signs of Problematic Decision-Making

Types

Practical Applications

Impact

Examples

Capitalism

Tips for Managing the Illusion of Choice

Close

The illusion of choice is acognitive biasthat causes people to believe they have more control over their lives than they actually do. This sense of having control can help people feel happier and moreautonomous, but it can also give people a false sense of hope and cause them to take the blame for things they have no power over.

The illusion of choice is often used in advertising and marketing to make people feel they are in control of their purchase decisions. The illusion of choice is a falsesense of controlthat can lead tosuboptimal decision-making.

At a GlanceThe illusion of choice causes people to feel that they have a wide range of choices when, in reality, their choices are limited or pre-determined. This belief can contribute to a false sense of control. It can help people feel more empowered and autonomous, but it can also be used to manipulate people to benefit those presenting the choices. Choices can be presented in a way that guides people to a particular choice without them realizing the underlying influences that are actually guiding their decisions.

At a Glance

The illusion of choice causes people to feel that they have a wide range of choices when, in reality, their choices are limited or pre-determined. This belief can contribute to a false sense of control. It can help people feel more empowered and autonomous, but it can also be used to manipulate people to benefit those presenting the choices. Choices can be presented in a way that guides people to a particular choice without them realizing the underlying influences that are actually guiding their decisions.

History of the Illusion of Choice

In the essay, James argues that choices can be forced or avoidable, and that “every dilemma based on a complete logical disjunction, with no possibility of not choosing, is an option of this forced kind.”

The illusion of choice has since also been alluded to in thefield of psychology. In a seminal paper published in 2000, psychologists Sheena Iyengar and Mark Lepper found that people are more likely to purchase products when they are given fewer choices.

Furthermore, the researchers also found that people were more satisfied with their purchases if they had been given fewer choices. This finding has come to be known as the “paradox of choice.”

How the Illusion of Choice Affects Decisions

The illusion of choice can help people feel more empowered, but it often causes problems when it comes to making decisions. There are a few signs that you may be experiencing problematicdecision-makingrelated to the illusion of choice:

Types of the Illusion of Choice

There are two main types of the illusion of choice:

False Sense of Control

Thefalse sense of controltype is when people believe they have more control over their lives than they actually do. This can lead to suboptimal decision-making as people may choose options not in their best interests.

Paradox of Choice

The paradox of choice type is when people are given too many choices and this leads to them feeling less satisfied with their decision.This often happens when people are bombarded with choices and cannot narrow down their options.

Does Choice Lead to the Illusion of Control?

Practical Uses of the Illusion of Choice

The illusion of choice is often used inadvertising and marketingto make people feel like they are in control of their purchase decisions. The same techniques may be applied in political campaigns to make voters feel more confident in their choice of who to vote for.

In reality, the illusion of choice is a false sense of control that can lead to making decisions based on incomplete information.

A famous example of this is the Netflix documentary “The Great Hack.“The film explores how the data company Cambridge Analytica used the illusion of choice to manipulate people’s opinions during the 2016 U.S. presidential election.

In the film, it is revealed that Cambridge Analytica used data from Facebook to create targeted ads for users based on their profiles. The ads were designed to appeal to people’s fears and biases in order to sway their opinions on political candidates.

Companies That Offer Free Trials

The illusion of choice can also be used to manipulate people into making decisions. For example, a company may offer a “free trial” that automatically enrolls the customer in a subscription if they do not cancel within the trial period.

Impact of the Illusion of Choice

The illusion of choice can have a significant impact on people’s lives. It can lead to poorer decision-making, as well as feelings ofstress and frustration.

The illusion of choice can also be used to manipulate people into making decisions that are not in their best interests. For example, a company may use an email marketing campaign to pressure people into buying a product. The campaign may offer a “limited time only” discount that expires soon, or it may show a countdown timer that creates a sense of urgency.

This may cause a consumer topurchase an item they do not need, or to pay more for an item than they would if they had more time to make a decision.

Examples of the Illusion of Choice

Let’s take a look at some examples of the illusion of choice.

Double Bind

False Dilemma

For example, you may be told the familiar phrase “you’re either with us or against us.” This creates an illusion of choice because it makes it seem like there are only two options when there are really many more.

Illusion of Choice and Capitalism

This can include creating the illusion of choice to make people believe they have more control over their purchase decisions than they actually do.

The illusion of choice is also used to keep people from challenging the status quo. If people believe they have choices, then they are less likely to question the system that gives them those choices.

This creates a false sense of freedom anddemocracythat ultimately benefits the ruling class at the expense of the working class.

The Psychology of Decision-Making Strategies

Takeaway

The illusion of choice can be a powerful tool to manipulate and control people. It is important to be aware of your own biases and tendencies when making decisions. Take time to consider all of your options before making a decision.

Be aware of the potential risks and costs associated with your choices. Seek out multiple opinions before making a final decision. Finally, trust your intuition and gut feelings when making decisions. If you’re having trouble making decisions, it may be helpful tospeak to a therapist.

What Makes Highly-Sensitive People Different?

7 SourcesVerywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read oureditorial processto learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.Williams J.The Will to Believe.Iyengar SS, Lepper MR.When choice is demotivating: can one desire too much of a good thing?.J Pers Soc Psychol. 2000;79(6):995-1006. doi:10.1037//0022-3514.79.6.995Markus HR, Schwartz B.Does choice mean freedom and well‐being?J Cons Res.2010;37(2):344–355. doi:10.1086/651242Klusowski J, Small DA, Simmons JP.Does choice cause an illusion of control?Psychol Sci. 2021;32(2):159-172. doi:10.1177/0956797620958009CNN Entertainment.‘The Great Hack’ dissects Cambridge Analytica and the rise of big data.Bateson G, Jackson DD, Haley J, Weakland, J.Toward a theory of schizophrenia.Beh Sci.1956;1:251–264.Brisson J, Markovits H, Robert S, Schaeken W.Reasoning from an incompatibility: False dilemma fallacies and content effects.Mem Cognit. 2018;46(5):657-670. doi:10.3758/s13421-018-0804-x

7 Sources

Verywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read oureditorial processto learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.Williams J.The Will to Believe.Iyengar SS, Lepper MR.When choice is demotivating: can one desire too much of a good thing?.J Pers Soc Psychol. 2000;79(6):995-1006. doi:10.1037//0022-3514.79.6.995Markus HR, Schwartz B.Does choice mean freedom and well‐being?J Cons Res.2010;37(2):344–355. doi:10.1086/651242Klusowski J, Small DA, Simmons JP.Does choice cause an illusion of control?Psychol Sci. 2021;32(2):159-172. doi:10.1177/0956797620958009CNN Entertainment.‘The Great Hack’ dissects Cambridge Analytica and the rise of big data.Bateson G, Jackson DD, Haley J, Weakland, J.Toward a theory of schizophrenia.Beh Sci.1956;1:251–264.Brisson J, Markovits H, Robert S, Schaeken W.Reasoning from an incompatibility: False dilemma fallacies and content effects.Mem Cognit. 2018;46(5):657-670. doi:10.3758/s13421-018-0804-x

Verywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read oureditorial processto learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.

Williams J.The Will to Believe.Iyengar SS, Lepper MR.When choice is demotivating: can one desire too much of a good thing?.J Pers Soc Psychol. 2000;79(6):995-1006. doi:10.1037//0022-3514.79.6.995Markus HR, Schwartz B.Does choice mean freedom and well‐being?J Cons Res.2010;37(2):344–355. doi:10.1086/651242Klusowski J, Small DA, Simmons JP.Does choice cause an illusion of control?Psychol Sci. 2021;32(2):159-172. doi:10.1177/0956797620958009CNN Entertainment.‘The Great Hack’ dissects Cambridge Analytica and the rise of big data.Bateson G, Jackson DD, Haley J, Weakland, J.Toward a theory of schizophrenia.Beh Sci.1956;1:251–264.Brisson J, Markovits H, Robert S, Schaeken W.Reasoning from an incompatibility: False dilemma fallacies and content effects.Mem Cognit. 2018;46(5):657-670. doi:10.3758/s13421-018-0804-x

Williams J.The Will to Believe.

Iyengar SS, Lepper MR.When choice is demotivating: can one desire too much of a good thing?.J Pers Soc Psychol. 2000;79(6):995-1006. doi:10.1037//0022-3514.79.6.995

Markus HR, Schwartz B.Does choice mean freedom and well‐being?J Cons Res.2010;37(2):344–355. doi:10.1086/651242

Klusowski J, Small DA, Simmons JP.Does choice cause an illusion of control?Psychol Sci. 2021;32(2):159-172. doi:10.1177/0956797620958009

CNN Entertainment.‘The Great Hack’ dissects Cambridge Analytica and the rise of big data.

Bateson G, Jackson DD, Haley J, Weakland, J.Toward a theory of schizophrenia.Beh Sci.1956;1:251–264.

Brisson J, Markovits H, Robert S, Schaeken W.Reasoning from an incompatibility: False dilemma fallacies and content effects.Mem Cognit. 2018;46(5):657-670. doi:10.3758/s13421-018-0804-x

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