Book Review: The Paradox of Choice - Why More is Less, by Barry Schwartz

A review of The paradox of choice, why more is less, by Barry Schwartz. The book provides a review of how consumers’ purchase decisions are impacted by the quantities of choices.

Barry Schwartz The paradox of choice, why more is less

Michael Marck

University of Strathclyde

This is the sixth book by Barry Schwartz, an American professor of social theory and social action. The book provides a review of how consumers’ purchase decisions are impacted by the quantities of choices. The more choices available, the more difficult it is to make a decision, and such difficulties may lead to regret, disappointment and dissatisfaction. The subheading of the book, ‘How the culture of abundance robs us of satisfaction’, is the key theme the author explores using a variety of analogies and anecdotes....

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