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Barry Schwartz’s book, Paradox of Choice gives us a great concept

The idea as the title infers, is counter intuitive: We believe that ‘free choice’ is an inalienable right, and that as such, the more ‘choice’ we have, the ‘happier’ and more fulfilled we will be. Schwartz reasons that the availability of so much choice, in fact, works to reduce our happiness because of various psychological factors at play: Regret over the realization of not having made the ‘best’ choice, and that sheer complexity effectively makes it impossible today, to make a ‘best choice’: The result is paralysis, procrastination, and in severe cases, depression.

For many people, all the hundreds of choices means nothing but confusion as they simply gaze upon a wall of pretty labels. This did explain why the easiest choice is always to buy what is ‘on promotion’


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