Sheena Iyengar > Quotes > Quote > Ghada liked it

“Your enjoyment of the chosen options will be diminished by your regret over what you had to give up. In fact, the sum total of the regret over all the “lost” options may end up being greater than your joy over your chosen options, leaving you less satisfied than you would have been if you had had less choice to begin with.”
― Sheena Iyengar, The Art of Choosing