The Choice in Consumerism to the Choice in Technological Aspects - Research Paper Example

?Running head: Choice as a Paradox Choice as a Paradox The process of making a viable choice entails a mental process whereby merits are judged in regard to an array of options and thereby selecting the best option is commonly referred to as choice. In most cases, choice is made when several real options are put into consideration. As such, these choices tend to be followed by the corresponding course of action that a person regard as viable and most appropriate (Amato 2009). According to most people, making choices is an ideal thing. However, there are situations where one is required to make a choice in an artificially restricted context and as such, it follows that that person will face discomforts associated with making a choice and it may be that the outcome will be largely unsatisfactory. It is a fact that an array of options pose as a means to such notions as; confusion, unstructured existence, which result to development of indifference and regrets over the choice made with reference to those that were not take (Amato 2009). The purpose of this paper is to access how choices exist as a paradox and thereby explaining why people find it difficult to make choices. The discussion to follow will base its reference to choices in consumerism as well as in technological aspect. In regards to the consumer’s choice, there is a great deal of opinions that can be said. It is true that the life of a consumer is usually encompassed with choices, which have no boundaries and as such, in the long run, the state becomes a life full of hyper calculations, which are intended to pursue a state of perfection and as such, this perfection can be said to be always unreachable (Glasser 2009). For instance, when a person needs to buy a space consuming item, he or she will be up beat not to make the wrong choice (Roberts 2002). As a result, that person will end up bearing down and at the end becomes engaged in conducting of a research, which is comparative in nature. It is only when consumers do the right choice that the fantasy takes not only the right direction but also assumes the right shape. As such, it follows that there will be prevalence of a global beatitude (Roberts 2002). In the contemporary times, the citizens of U.S spend more time while doing shopping more than other people in other countries in the world. According to the recent researches, it has been found that people in America go to do shopping at least once a week and this exceeds the number of times that the hoses of worship are visited (Elizabeth 128). When these shoppers are requested to do a ranking in regard to what they achieve from being involved in various activities, it is amazing that shopping is usually ranked among the last activities (Kanazawa 2004). This is supposed to mean that, people tend to shop more but what they get from that in terms of enjoyment is usually less. Such findings are such that they are encompassed with puzzling states. In most cases, it is common that people tend to spend a considerable amount of time doing shopping. As such, shopping involves a range of choice and this follows that picking what a person needs or wants becomes a daunting task and therefore much effort is needed (Campbell 2006). In regard to this, several questions tend to arise. They include; why do individuals enjoy shopping the least? If so, why do they repeat it every time? For instance, if a person finds it unconvincing to do his shopping in the supermarkets, it is advisable to get over it purchase what he or she buys without regarding the alternative of the products (Kanazawa, 2004). As such, going to the supermarkets to shop requires one to put up extra efforts since the person is going to be faced with many products to choose from and as such, he must scrutinize the choices to come up with the best choice. The social science researchers concerned with the choice as their main areas of address regard the above situation as their standard line of research (Priaulx 2006). According to these researchers, if indeed consumers were rational, then they ought to realize that presence of choice of products ensures that the society is better off and this is a big contrast if the old times where there was no aspect of choice among the consumers at that time are out into consideration. Individuals who tend to develop consciousness will indeed get the underlying benefits while those who don’t care are deemed to be exempted from enjoying the benefits. Many would see this view as controversial as it entails a degree of logical compelling. On deep insight, one can indeed find that it is true in regard to its empirical nature (Priaulx 2006). In a situation whereby there is a large option base in regard to the products, then there is big probability that consumers will be discouraged. The most possible reason for this is that the consumers are forced to increase their efforts aimed towards making of decisions concerning choice. As such, it results to that consumer to end up being unable or doing away with the process of deciding and consequently, he will not by the product. However, if they go ahead and decide to buy the product, they usually find that the efforts entailed are such that the enjoyment that is derived in regard to the result is indeed detracted (Resnik 2005). Moreover, presence of a range of choice between products tends to cause an intrinsic diminish of attractiveness of the product that the consumers decide to choose. The most probable reason for this is that the consumer will always be in deep thoughts concerning the product that he did not choose and therefore detracts the pleasure that the product actually bought is supposed to deliver. The best advice therefore, is for consumers ring to ignore a considerable number of alternative products and treat, for instance, a twenty alternatives as if there were three alternatives (Resnik 2005). In most cases, a consumer is faced with a variety of choices. It is argued that a limited amount of choice is equivalent to restrictions and that presence of many choices tends to equal freedom (Sparks 2010). This indeed true but it all depends with the extent to which choices are made available. As such, it reaches to a point whereby a large amount of choices no longer equal the freedom entailed. According to Schwartz, this is indeed where tyranny takes effect (2005). As such, a situation where the consumer is faced with too much choice not only becomes challenged but also is faced with an increased inability to make decisions and therefore, it follows that that consumer will not be satisfied by the benefits of the product since he will always be thinking of the other alternatives he left and the decision that he made eventually (Schwartz 2005). Each beginning of any year subject consumers with an infinite choices array since it is this time that they tend to make their resolutions. During this time, these individuals find it difficult to consciously reduce the range of choices concerning the decisions. As such, they are required to work their goal out and later ensuring that they comprehend what they really desire or those they want (Rowley 2011). As such, many of the people who take this course of action end up not making resolutions and if they indeed do make, then they make weak resolution which can be said as a by the way and later in the year, one will tend to regret why he took such kind of an action. In reference to technology, the tyranny of choice defaces the digital world such that one would lament on the choice he makes. However, for the scholars as well as the literal authors, what is attributable to there choice territory is an absolute uncertainty (Rowley 2011). Blake Morrison, a poet and a novelist once asserted that he puts a great deal of efforts in trying to develop positivity in regard to the new aspects in technology. However, he says that he worries as he does not know what is bound to happen to the books related to the art of poetry as well as the literal novels when the moment comes where the e-readers take over from the print editions. He tends to raise endless questions some of which includes; will the print editions survive due to the new aspect of digital revolution? Will the print editions be driven to extinction resulting from crave for interactivity? He further asserts that he has not authored any book for a considerable amount of time. He blames this for the destabilized intrinsic confidence concerning the future in regard to the culture of literature (Herrlich 2006). The digitalization of books tends to create a situation where people will tend to have a difficult time in trying to choose through which media he will read the books, that is, from the print editions or from the digitalized formats. In respect to this, it is indeed resulting to destruction of choice boundaries and as such, the activity becomes a taxing task and as such undesirable. One would argue that books can be found through the internet, as blogs and as presented through clips. Therefore, he may assume that, the articles from the internet are free and so, why then should he or she go to the shop and purchase and yet the book is available over the internet? On the other hand, he may argue that the e-books may have imitations as some require subscriptions in order to access them while other give summarized information (Kavka 2000). Worse still, the blogs concerning the contents of the books may tend to provide the wrong information. At the end of it all that person will be left torn between choices and as such, it does not end up well. He will spend so much time trying to make a decision. It is probable that he will find no good choice and thereby ending up not deciding on any of them (Kavka 2000). According to a research conducted by a scholar known as DeLillo, he terms tyranny of choice in relation to the technological aspect as a paradoxical offspring born by the array of arenas whereby all sorts of media not only tend to float freely but also are involved in a continuous fight trying to obtain the public’s attention (Salecl 2011). However, despite these continued fights, it is only a few people who are able to access the media top give their stories. Therefore, the media companies too are involved in a tussle in regard to the choice of the most appropriate technological aspect to incorporate so that many advertisers will be encouraged (Saint 2011). However, there are those individuals who tend to be opposed to choice in an adamant way. They seemingly do not like the notion of choice as such since they ask questions; whether the issues of choice entail gay marriages, lesbianism or even abortion. However, most governments usually develop an aspect of positivity to this notion (Saint 2011). From the above discussion, it is evident that the choice is a simple task yet so complex. As such, it may be seen as a by the way but indeed, one has to put much efforts while faced with several alternatives. From the choice in consumerism to the choice in technological aspects, it can be an embarrassing and daunting affair state of affairs (Vickers 2005). Therefore, when faced with situations where one is required to make a choice, one should treat the respective number of arrays as being fewest as possible, that is, where the number of choice arrays are many, try imagining that they are not many and if this is observed, then there is a possibility that one will come up with a decision, which will not be regrettable in the future (Vickers 2005). References Amato, T., (2009), Grand illusion: the myth of voter choice in a two-party tyranny. Cengage Learning: Mason, OH. Campbell, E.R., (2006,) The Choice: What Would You Do for Love. Cengage Learning: Mason, OH Glasser, W., (2009), Choice Theory: A New Psychology of Personal Freedom. Harper Perennial: New York, NY. Herrlich, H., (2006), Axiom of choice. Springer: Oklahoma, OK. Kanazawa, S., (2004), The Intelligence Paradox: Why the Intelligent Choice Isn't Always the Smart One. John Wiley & Sons: New York, NY. Kavka, S.G., (2000), Moral paradoxes of nuclear deterrence. Cengage Learning: Mason, OH. Priaulx, N., (2006), The harm paradox: tort law and the unwanted child in an era of choice. Routledge: New Jersey, NJ. Resnik, D.M, (2005), Choices: an introduction to decision theory. University of Minnesota Press: London, UK. Roberts, D.R, (2002), The choice: a fable of free trade and protectionism. Pearson Prentice Hall: New Jersey, NJ. Rowley, K.C, (2011), The encyclopaedia of public choice. Springer: Oklahoma, OK. Saint, G., (2011), The Tyranny of Utility: Behavioural Social Science and the Rise of Paternalism. Princeton University Press: New Jersey, NJ. Salecl, R., (2011), The Tyranny of Choice. Profile Books: Minneapolis, MPS. Schwartz, B., (2005), The paradox of choice: why more is less. HarperCollins: New York, NY. Sparks, N., (2010), The Choice. Little Brown Book Group: London, UK. Vickers, D., (2005), The tyranny of the market: a critique of theoretical foundation. University of Michigan Press: Michigan, MA Read More