The paradox of choice

Jan 2007 20 minutes

Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz’s estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied.

Conventional wisdom tells us that greater choice is for the greater good, but Schwartz argues the opposite: He makes a compelling case that the abundance of choice in today’s western world is actually making us miserable. Infinite choice is paralyzing, Schwartz argues, and exhausting to the human psyche.

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