Chapter 4 Tutorial Questions

Psychologies Barry Schwartz takes aim at a central tenet of western societies: freedom of choice.

a. How is the idea of "choice" a value that is built into consumer-capitalist society?

The idea of choice in the context of a consumer-capitalist society means to have the freedom to choose, to have more options in their purchases. Just like when a person is purchasing a phone, he or she has the choice either puchase the Apple iPhone or the Samsung Galaxy SIII according to his or her needs. Factors that influence the choice would be prices, discounts, additional gifts and other external factors. Internal factors lie on the functions of the item that wants to be purchases, generally comparing it to another similar product.

b. What does it mean in terms of hegemony?

Hegemony in general, means leadership by power. It is usually used in a more political/governmental light. For example in Malaysian context, Barisan Nasional has hegemony over the people of Selangor.

c. Why is it important for hegemony that we don't question its legitimacy? Why don't we?

Hegemony is leadership by power and the ones in power tend to think that their ways are the only right ways despite making little sense. Therefore, questioning its legitimacy may result in controversy and it is easier to control people who are submissive and follows whatever the person in power says.

The reason people usually do not question its legitimacy is the fear that we may end up jeopardizing our lives. It is of human nature to feel more comfortable being with a group of people rather than being alone and this leads to conformity. Furthermore, humans in general prefer to avoid conflicts especially in things that are out of their control.

d. What is "the paradox of choice"?

A paradox can be defined as a seemingly contradictory statement that may nonetheless be true" and choice is "An act of selecting or making a decision when faced with two or more possibilities". 

Combining both words, it means that sometimes, things are just not what they seem to be. For example, the thought of having more options, more choices is thought to be better as one might be able to find an option that is tailor made to one's own preference.
However, there are times when having too many choices lead to complications just like how Schwartz gave his example of having too many choices of jeans but he ended up having difficulties in choosing.