Chiang Mai Master

About Us


According to a study by Sheena Iyengar and Mark Lepper1, in their paper “When Choice is Demotivating: Can One Desire Too Much of a Good Thing”, Iyengar and Lepper outlined an experiment they conducted where too many options caused consumers to be less likely to buy a product, although they did not coin this phenomenon as the paradox of choice.

In terms of options, is it better to have more options to choose from?

Many studies have proved that because of the paradox of choice, it makes things more complicated and difficult to choose one from thousands of options. We only recommend essential businesses that are worth to visit for foreigners in Chiang Mai.

This phenomenon is known as the paradox of choice and it is becoming a concern in the modern world, where more and more options are becoming easily available to us. The paradox of choice stipulates that while we might believe that being presented with multiple options actually makes it easier to choose one that we are happy with, and thus increases consumer satisfaction, having an abundance of options actually requires more effort to make a decision and can leave us feeling unsatisfied with our choice. If we only had to choose between 1% and 2% milk, it is easier to know which option we prefer, since we can easily weigh the pros and cons. When the number of choices increases, so does the difficulty of knowing what is best. Instead of increasing our freedom to have what we want, the paradox of choice suggests that having too many choices actually limits our freedom.2

Our Vision

Pro Hominum Beneficio. "To broadly benefit the human world"

We hope every foreigners visiting Chiang Mai will be happy! At the same time, we hope Thai local businesses will also share the benefits!


We are a small team working remotely in stealth mode currently.


  1. Iyengar, S. S., & Lepper, M. R. (2001). When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality and Social Psychology, 79(6), 995-1006.