Choose Wisely: Rationality, Ethics, and the Art of Decision-Making

by Barry Schwartz, Richard Schuldenfrei

A leading psychologist and philosopher challenge the shortcomings of rational choice theory—and propose a new framework for understanding decision-making
 
For many decision scientists, their starting point—drawn from economics—is a quantitative formula called rational choice theory, allowing people to calculate and choose the best options. The problem is that this framework assumes an overly simplistic picture of the world, in which different types of values can be quantified and compared, leading to the “most rational” choice. Behavioral economics acknowledges that irrationality is common but still accepts the underlying belief from economics of what a rational decision should look like.
 
In this book, Barry Schwartz and Richard Schuldenfrei offer a different way to think about the choices we make every day. Drawing from economics, psychology, and philosophy—and both inspired by and challenging Daniel Kahneman’s Thinking, Fast and Slow—they show how the focus on rationality, narrowly understood, fails to fully describe how we think about our decisions, much less help us make better ones. Notably, it overlooks the positive contribution that framing—how we determine what aspects are most important to us—contributes to good decisions. Schwartz and Schuldenfrei argue that our choices should be informed by our individual “constellation of virtues,” allowing for a far richer understanding of the decisions we make and helping us to live more integrated and purposeful lives.

Genres: Nonfiction

296 pages, Hardcover

Published September 23, 2025

About the author

an American psychologist. Schwartz is the Dorwin Cartwright Professor of Social Theory and Social Action at Swarthmore College. He frequently publishes editorials in the New York Times applying his research in psychology to current events.

Reviews

[Adam · Rating 3 out of 5]

This book should have been half as long and reorganized. 2/3rds of it is arguing against Rational Choice Theory, the theory that all you need to do to make decisions is to weigh the value and weigh the probability of any choice and then you will conclude the optimal result. That sounds nice, having everything broken down to mathematical calculations and answers to everything, all the time. But, as the authors argue for many pages, it falls apart very quickly with a little thought. The easiest way to summarize how it falls apart is the word, complexity. First-order factors, second-order factors, randomness, time, environment, and limited information all make for complex choices that could never be fully valued and measured. Therefore, RCT is a very flawed approach to the world. The authors do admit there are times where it might make sense to use RCT, but only when there is no complexity, which is very rare and causes many problems otherwise.

Their recommendation, instead (the last fourth of the book, at most), is to choose according to the guided wisdom that comes from values, meaning, and context of any person and moment. One wants a meaningful life, not a calculated one to greatest utility. One wants to feel content with their choices, even if they do not always land as the greatest utility. One wants to be able to acknowledge emotions in their decisions, even if they cloud judgment. So using a practical wisdom leads to an optimal, meaningful life.

[Elizabeth]

As heard on The Happiness Lab with Dr. Laurie Santos (How to Make Better Choices (with Barry Schwartz))

Every choice you make shapes your wellbeing - and the bigger the decision, the greater the impact. So when it comes to life-changing questions like where to live, who to marry, or which career to pursue, how can you tell if you’re making the best decision for your long-term happiness?

Economists might argue that you should weigh up every single option carefully - like a gambler in a casino figuring out the odds of winning. But psychologist Barry Schwartz says you can't apply a formula to happiness. In this episode, he shares insights from his new book, Choose Wisely: Rationality, Ethics, and the Art of Decision-Making (co-authored with philosopher Richard Schuldenfrei), offering a more thoughtful and human approach to making life’s hardest choices.

See omnystudio.com/listener for privacy information.

https://omny.fm/shows/the-happiness-l...

[Sarah Jensen · Rating 5 out of 5]

Book Review: Choose Wisely: Rationality, Ethics, and the Art of Decision-Making by Barry Schwartz & Richard Schuldenfrei
Rating: 4.9/5

A Revolutionary Critique of Rational Choice Theory
In Choose Wisely, psychologist Barry Schwartz and philosopher Richard Schuldenfrei deliver a lucid and quietly radical dismantling of rational choice theory’s dominance in decision science. Challenging the assumption that optimal choices emerge from quantitative cost-benefit analyses, they argue that traditional models ignore the constellation of virtues shaping human values—from empathy to purpose—that defy algorithmic reduction. Their synthesis of behavioral economics, psychology, and philosophy offers a broader, more human picture of decision-making, bridging Daniel Kahneman’s Thinking, Fast and Slow with moral philosophy.

Emotional Resonance and Personal Reflections
Reading this book felt like witnessing a liberation. As someone who has agonized over career choices using spreadsheet-style pros-and-cons lists, their critique of utility maximization resonated deeply. The chapter on framing—how we define what matters in decisions—was revelatory, exposing my own unexamined biases toward rational metrics like salary over intangible goods like creative fulfillment. Yet, the authors’ warmth tempered their rigor; their anecdote about a nurse prioritizing patient dignity over hospital efficiency moved me to reconsider how I evaluate success in my work.

However, the book’s philosophical density occasionally overwhelmed. The critique of utilitarianism, while brilliant, demanded rereading (a small price for such insights). I also wished for more concrete examples of applying their framework to everyday dilemmas, like parenting or climate activism.

Constructive Criticism
-Practical Bridges: The theoretical foundation is stellar, but step-by-step exercises for readers to implement their virtue-based model would enhance utility.
-Interdisciplinary Balance: The psychology sections shine brighter than economic critiques; deeper engagement with heterodox economics (e.g., Sen’s capabilities approach) could strengthen their argument.
-Temporal Scope: While debunking rational choice theory’s flaws, the book underplays its historical value in advancing decision science.

Summary Takeaways:
- The Silent Spring of decision science—exposing the toxicity of hyper-rationality.
- From spreadsheets to soul-searching: Why the best choices can’t be calculated.
- Kahneman meets Aristotle: A manifesto for meaning-driven decisions.
- Schwartz & Schuldenfrei don’t just rethink rationality—they redefine it.
- For readers of Grit and Range, the next paradigm-shifting playbook.

Gratitude
Thank you to Edelweiss and the Yale University Press for the advance copy. This masterful work is a beacon for anyone navigating life’s uncertainty.

Final Verdict: A provocative and enlightening masterpiece, docked 0.1 for accessibility gaps, but essential for scholars and seekers alike.

Why Read It? To confront Schwartz & Schuldenfrei’s pivotal question: When algorithms fail, what virtues will guide your choices?

[Nolan Christensen · Rating 3 out of 5]

I listened to this book through Libby in Audiobook format. The reader sounded like an old bored professor and tended to drone somewhat. This may have influenced my experience with the book somewhat.

Pros: Logical approach and consideration from experts in their field.

Cons: I'm here for it, I really am. Make life better by making better choices about how we use our floppy meat brains. However- and maybe I just wasn't paying attention, but I like to think I was on the lookout for it- this book did not DELIVER.
Dunking on RCT? Fine. What's your alternative? Unclear. They kept saying 'Our alternative method', but not once did they say 'Method is called XYZ. It's done using such and such method. Here are use cases. Here are tools with which to do it. Example example example.'
Lacking a clearly defined alternative, the whole premise is just baseless. Very frustrating.

All in all, a premise that I would love to see delivered on, but sadly did not get much from it. Disappointing.

Would recommend to anyone obsessed with Rational Choice Theory to see if their opinions on it hold up under fire.

Would only read again with a critical eye to recover other books on subjects touched upon and to outline, with red sharpie, what the authors actually are arguing for.

[Chris M. · Rating 3 out of 5]

This book would be of interest to you if you are interested in learning more about the nuances that go into decision making. It’s very theoretical in its approach, and depending on your interests, you might find the content and examples frustrating to get through because the chapters are very long winded in their explanations.

Despite this, looking at it from an objective lens, the book is objectively good. It would be of interest to you if you want to learn more about Radical Choice Theory and the limitations to using RCT.

If I could summarize this book in a sentence it would be that analytical approaches like RCT are valuable in some contexts, but can produce a lot of negative downstream effects when it’s the default method of choice.

[Sara Goldenberg · Rating 3 out of 5]

A little dry. I've enjoyed his other books more.

[Kara]

DNF @ around 14% — Interesting ideas, but way more technical than I expected. Just not the vibe I was looking for.