Ever felt paralyzed by choice? You’re staring at a Netflix menu with thousands of options, endlessly scrolling, and ultimately choosing… nothing? That frustrating feeling is often a direct result of Hick’s law, a powerful mental model that explains why more options don’t always equate to better decisions. Let’s dive in!

1. What is Hick’s Law? #

Hick’s law states that the time it takes a person to make a decision increases logarithmically with the number and complexity of choices available. In simpler terms: more choices, slower decisions. It’s a fundamental principle of human-computer interaction and decision-making processes.

Its origins lie in the field of psychology. William Edmund Hick and Ray Hyman, in the 1950s, conducted experiments to understand the relationship between the number of stimuli and reaction time. They discovered this predictable pattern, now known as Hick’s law (sometimes referred to as the Hick-Hyman Law). It’s a key concept in user experience design, marketing, and even personal productivity.

2. How It Works #

Think of it like this: imagine you’re faced with two doors. Choosing one is relatively quick. Now, picture 10 doors. You need to evaluate each one, consider the potential outcome, and then finally decide. This takes significantly more time.

The core components of Hick’s law are:

• Decision Time (DT): The time it takes to make a decision. This is what we’re trying to understand.
• Number of Choices (n): The quantity of options available. This is the primary driver of DT.
• Constants (a & b): These represent factors like the time it takes to simply perceive and react (a) and the information processing speed (b). While important in precise calculations, for our understanding, focus on the impact of ’n’ on the DT.

Imagine a simple graph. On the x-axis, you have the number of choices. On the y-axis, you have decision time. As the number of choices increases, the decision time increases, but not linearly. It increases at a decreasing rate. That’s the logarithmic relationship in action. The more choices you have, the bigger the time increase initially but eventually adding even more choices has a smaller and smaller impact.

3. Examples of the Model in Action #

• E-commerce Websites: A website with a cluttered menu and hundreds of product categories forces users to spend more time navigating and making a purchase. A streamlined, well-organized site with fewer, clearer options makes the buying process faster and more enjoyable, illustrating the power of Hick’s law.
• Investment Decisions: A novice investor presented with dozens of investment options (stocks, bonds, ETFs, mutual funds, etc.) is likely to experience decision paralysis and either make a poor choice or avoid investing altogether. Simplifying the options and providing clear guidance mitigates the negative impact of Hick’s law.
• Personal Wardrobe: A closet overflowing with clothes, many of which you rarely wear, makes it harder to choose an outfit each morning. Streamlining your wardrobe to a curated selection of versatile pieces reduces decision fatigue and makes getting dressed a quicker, less stressful process.

4. Common Misunderstandings or Pitfalls #

A common mistake is assuming that Hick’s law means fewer choices are always better. That’s not necessarily true. While reducing options can speed up decision-making, it can also lead to dissatisfaction if the reduced options don’t adequately meet a person’s needs. The key is to find the optimal number of choices, balancing speed and satisfaction.

Another pitfall is ignoring the complexity of choices. Two very similar choices might not significantly increase decision time, but two very different and complex choices will. The mental effort required to evaluate each choice plays a crucial role.

5. How to Apply It in Daily Life #

Here are some ways to leverage Hick’s law to improve your decision-making:

• Prioritize and Simplify: Before tackling a decision, identify the most important factors and eliminate irrelevant options.
• Chunking: Break down complex choices into smaller, more manageable chunks. For example, instead of browsing all of Netflix, first decide on a genre, then narrow down the selection within that genre.
• Pre-Commitment: Make decisions in advance to avoid decision fatigue in the moment. Plan your meals for the week, set up automatic bill payments, or choose your outfit the night before.
• Limit Your Options: Intentionally restrict the number of choices available to you. Unsubscribe from unnecessary email lists, curate your social media feeds, or intentionally reduce the variety in your wardrobe.

6. Related Mental Models #

• Satisficing: Instead of striving for the “perfect” choice (which can be paralyzing), aim for a “good enough” option. This complements Hick’s law by reducing the pressure to exhaustively evaluate all possibilities.
• Opportunity Cost: Every decision you make comes at the cost of the alternatives you didn’t choose. Understanding opportunity cost can help you weigh the value of different options more effectively, making the decision process smoother, especially when used in conjunction with Hick’s law to reduce the number of options you are weighing.
• Pareto Principle (80/20 Rule): Focus on the 20% of options that will deliver 80% of the results. This helps prioritize and eliminate less impactful choices, streamlining decision-making in line with Hick’s law.

By understanding and applying Hick’s law, you can navigate the overwhelming world of choices with greater efficiency and clarity, reducing decision fatigue and ultimately making better decisions. So, the next time you’re faced with too many options, remember this powerful mental model and simplify your way to success!