Every time we decide for something, we lose something else. Buying a car is a great example. A lot of people not only read ratings before they buy their car but they continue afterwards - to make sure they really made the right choice.

We can live a more relaxed life. We can accept that our decisions aren't rational, that we are always conditioned by society; that we lose something every time we choose something else, and that we can't truly control the consequences of our decisions.

Freud also said we choose our own neuroses. Capitalism is the neurosis of humanity.

When I speak about the "tyranny of choice," I mean an ideology that originates in the era of post-industrial capitalism. It began with the American Dream - the idea of the self-made man, who works his way up from rags to riches. By and by, this career concept developed into a universal life philosophy. Today we believe we should be able to choose everything: the way we live, the way we look, even when it comes to the coffee we buy, we constantly need to weigh our decision. That is extremely unhealthy.

We constantly feel stressed, overwhelmed and guilty.It's our own fault if we're unhappy. It means we made a bad decision.

Sigmund Freud already discovered that suffering gives us pleasure - in a strange masochistic way. The tyranny of choice exploits that weakness. Consumer culture exhausts us. We suffer. We destroy ourselves. And we just can't stop.

I do have the power. I can decide for myself what I want, even if the thought stresses me out.