Uncommon
The Paradox of Choice
2004 book by Barry Schwartz
The Paradox of Choice
The Paradox of Choice – Why More Is Less is a book about overchoice written by American psychologist Barry Schwartz and first published in 2004 by Harper Perennial. In the book, Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers. The book analyzes the behavior of different types of people (in particular, maximizers and satisficers). This book argues that the dramatic explosion in choice—from the mundane to the profound challenges of balancing career, family, and individual needs—has paradoxically become a problem instead of a solution and how our obsession with choice encourages us to seek that which makes us feel worse.
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