The Myth of Choice - A Review

The national anthem of Barbados ends with a line describing the nation’s citizens as “firm craftsmen of our fate” but what if the truth is less empowering. In a culture obsessed with choice and convinced of its ability to freely make decisions Kent Greenfield presents an alternative narrative proposing that perhaps our choices are much less our own than we would like to believe. The Myth of Choice by Kent Greenfield is written in a conversational tone which makes the book difficult to put down even if it’s proposition is at times disheartening. Peppered with anecdotes, research and examples Greenfield makes theory relatable and constructs a persuasive argument that we may choose far less than we think. He however does end on positive note which is instructive on how, and optimistic that, we can improve our ability to make choices.

Greenfield (2011) examines the different ways we think about choice and the associated concept of personal responsibility, he notes that choice is constrained but also that we seem to be aware, intuitively, of the associated limits. He maps the effects of biology, economics and culture on people’s choices but avers that the lack of choice is not unchangeable. This book is of interest to those in the fields of law and public policy as he asks how do these fields consider limitations on choice and how do we use said knowledge to become “better decision makers and more confident and knowledgeable choosers.” (p. 25) Not only does Greenfield point to the role of public policy in encouraging better choices but also that there may be a role for public policy in building decision making capacity.

This book fits squarely into the broad body of literature that examines decision making, bringing together in a single location research from the various subject areas that have attempted to explain how humans make choice, echoing earlier theorists and connecting their themes and ideas to contemporary situations. Greenfield (2011) examines the influence of a variety of factors on decision making power but the topic which I found most interesting was his examination of the role of culture and the often invisible influence that it has on our choices which called to mind the following cartoon.

The author presents a coherent argument with a few helpful suggestions on changing the discussion about choice and the necessary paradigm shift to make choice more genuine.

Greenfield (2011) raises many questions that can be used as a lens of analysis in future decision making exercises for anyone and particularly policy makers moving forward. The book ends with a challenge and an invitation to become more aware, to strengthen our choice making powers and to work towards a world where choice is more real.

References

Greenfield, K. (2011). The Myth of Choice: Personal Responsibility in World of Limits. New Haven: Yale University Press.