Choice Overload: Deciding how to Decide
By Thomas Saltsman, Senior Lab Director, Social Psychophysiology Laboratory, University at Buffalo, The State University of New York Freedom of choice is a pillar of Western culture. But there’s such a thing as too much choice. Researchers such as Sheena Iyengar and Barry Schwartz have pioneered this area of study, finding that being overwhelmed with options can create an adverse experience called “choice overload” or ”The Paradox of Choice.“ People tend to want as many options as possible. Whether it’s buying a car or a meal, they gravitate toward companies that offer more options versus fewer ones, because they...
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