The Art of Choices
May 22, 2012

Last week Linda and I ate lunch at The Cheesecake Factory at South Park Mall in Charlotte. She had a doctor’s appointment, and the food and the cheesecake is good. It was not our first visit, but a new thought came to mind as we were seated. The host showed us to our table and handed us a book. I say a book . . . it was in reality the menu . . . spiral bound. Then he handed us a separate card with some new items on it. The menu starts with drinks and ends with desserts, but in between are page after page of entrees . . . appetizers . . . lunch items . . . burgers . . . steaks . . . pasta . . . seafood . . . specialty items . . . salads . . . pizza . . . and on and on. I didn’t count the pages, but the “book” was at least three-quarters of an inch thick.

Now we had to make a decision on what we would be having for lunch. Would we choose something we had before or would we try something new? It took a while just to flip through the pages. I guess we could flip to the back, order some cheesecake, and call it lunch.

As suggested by Sheena Iyengar's book The Art of Choosing . . . every day we make choices. Coke or Pepsi? Save or spend? Stay or go? Whether mundane or life-altering, these choices define us and shape our lives. Sheena Iyengar has investigated many of the questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose?

As part of her graduate work at Stanford University, Iyengar devised a series of studies that replicated the problem of too much choice. In one experiment, subjects were asked to pick from among six types of Godiva chocolate, while another group chose from among 30 varieties. Those who were given more options were less satisfied with their decisions. Interesting finding, isn’t it?

Way back in the 1970's, when I was a sociology major at the University of South Carolina, we studied the concept of cognitive dissonance. Part of that theory suggests that when we make a decision, all of a sudden those alternatives we did not choose become increasingly attractive.

The American lifestyle caters to choice. Just walk into Walmart and try to make a choice of which shampoo to buy or toothpaste or soap. Researchers tell us that back in 1949 the average grocery store carried 3,750 items. Today that number is 45,000. Maybe we should investigate the way Trader Joe’s does business, by reducing the number of choices for shoppers. There are a lot of young adult shoppers in that store.

When I am in India, it is not that way. Of necessity, one of the things I buy while staying in Manali is toilet paper. I go to the store, there is one brand, and I buy it. No choice is offered, but if I need it, I buy it and I am content. So are Americans better off by having more choices?

We like to pride ourselves in making our own choices, but is that the reality? What about when making not conscious choice becomes our choice? Implicit in our myriad of choices is the idea that by “having it our way” we will be happy. Choices can have benefits, but they also have consequences. Once a choice is made, it usually cannot be undone.

Back in 1996 Dean Kelly wrote a book entitled Why Conservative Churches Are Growing. It suggests that many people don’t like choices, at least when it comes to religion. Many people seem overwhelmed by modern society and would like to simply be told what to believe and what to do. They are attracted to conservative churches with very black and white points of view. These people become followers, and do not seem to do a lot of thinking for themselves, but it seems that many of them are content. Yet can this be the way?

There are many young people today, who seem to view all churches as being too limiting. They are the group that considers itself “spiritual” but not “religious”. They have grown up with many choices. The internet has multiplied those choices in many ways. Church structures and programs seem too limiting to them and not focused enough on loving one’s neighbor, as Jesus called his followers to do. Church is too much about an institution and not enough about following Christ and being transformed by the Spirit. They see church as limiting choice, and they choose not to attend.

As a pastor I have always believed in the importance of encouraging church members to make choices. We are individuals and God has created us that way. He calls us to cooperate, but he also calls us as individuals to make our unique contributions to the kingdom of God. There are all sorts of choices to be made . . . the daily choices . . . and the larger life choices . . . both are important, and I believe that Jesus Christ offers wisdom and guidance in making both.