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The Paradox Of Choice

The Paradox Of Choice

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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.