Do we have too much choice?

Abstract In institutional design, public policy and for society as a whole, securing freedom of choice for individuals is important. But how much choice should we aim for? Various theorists argue that above some level more choice improves neither wellbeing nor autonomy. Worse still, psychology research seems to suggest that too much choice even makes us worse off. Such reasons suggest the Sufficiency View: increasing choice is only important up to some sufficiency level, a level that is not too far from the level enjoyed by well-off citizens in rich liberal countries today. I argue that we should reject the Sufficiency View and accept Liberal Optimism instead: expanding freedom of choice should remain an important priority even far beyond levels enjoyed in rich liberal countries today. I argue that none of the arguments given for the Sufficiency View work. Neither psychological evidence nor any broader social trends support it. If anything, they support Liberal Optimism instead. I also show why further increases are possible and desirable, and sketch some implications for debates around immigration, economic growth, markets and the value of community.