Behavioural Economics Primer: Paradox of choice

This article provides an overview of the behavioural economics concept of the paradox of choice, the fact that while we think more choice would make us happy, the reality is that it often doesn't.

Behavioural Economics Primer: Paradox of choice

Crawford Hollingworth The Behavioural Architects

Behavioural economics

This article is part of Warc's Behavioural Economics Primer.

The paradox of choice is that while we think more choice would make us happy, the reality is that it often doesn't. Despite the increase in freedom and autonomy that comes with more choice, there are also two negative effects of having too much choice:

Walk into your local supermarket and you are sure to find vast quantities of choice. Psychologist Barry Schwartz, author of 'The Paradox of Choice', once counted the number of salad...

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