Barry Schwartz The paradox of choice, why more is less
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....