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The Paradox Of Choice

The Paradox Of Choice


By Barry Schwartz

As the world has grown increasingly complex and consumers have come to expect access to everything they could ever want with the tap of a screen, choice overload has begun to set in.

Most people assume that the more options they have, the happier they’ll be, but, as Barry Schwartz argues in The Paradox of Choice: Why More Is Less, research shows the exact opposite is true. In fact, by limiting the products we sell to buyers, we can reduce choice overload and greatly increase revenue.