Can choice really increase motivation and happiness? - 0 views
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Matthew Ong on 13 Apr 13Choice is supposed to create a sense of autonomy and freedom. In turn, this autonomy facilitates motivation. But Schwartz questions whether choice can really motivate us because it actually increases cognitive load, expectations and too much choice actually frustrates us. So perhaps there is a 'ZOC' (Zone of Optimal Choices) to create optimal motivation.