Today the market has a wide selection of services and products since and many companies sales strategy is: pick yourself.  Your daily routines includes a never ending amount of choices, everything from choosing what kind of coffee to buy; to what kind of milk to what kind of cup.

Even if almost all people find the wide selection as something positive this is becoming a stress factor in the modern society. Instead of freedom of choice it becomes a loss of time. Even if you save 20 Euros when selecting mobile operator you feel the loss of the several hours you spent on making your decision. And when your choice is made, you still compare with your neighbor to find out if you made the right one and often you get disappointed anyway.

Many people find it time-consuming and tiresome to collect all info needed to make a wise decision. What happens is that we just pick something and not really base our choice on anything particular other than our guts. Daniel Kahneman describes this in “Thinking, fast and slow” as your automatic thinking (System 1) that makes you act fast but sometimes foolish. He describes our intelligence as not suited for the modern life full of selection and this unfortunately leads to many mistakes and unwise decisions based on intuition.

But something is happening! The “non-selection” is starting to becom e a trend and since a couple of years ago services have shown up that helps you with your decision. Personal shoppers (not only for fashion, now also for food), all-inclusive hotels, sites such as Price runner is a respond to this phenomena. People want someone else to make their choices. But if the services offering “non-selection” just increases then the questions remains: who do we pick to choose for us? When do we still value the freedom of choice?

/Josefin