Tag: barry schwartz

Do We Really Need So Many Options?

June 18th, 2009   •   no comments   

One of the greatest contradictions in life is that “the more the merrier” isn’t necessary true when one is swamped by choices. In fact, having too many options open to you could lead to an analysis paralysis and a freeze in decision making.

So having one hundred different flavours for your ice-cream, a thousand different blog templates, or 10,000 different pantone shades to paint your wall in may actually work against your business rather than for it.

Don’t believe me? Just watch this engaging presentation by Barry Schwartz, a well known psychologist and academic at Swarthmore College who spoke about the paradox of choice. His central thesis is that having a greater variety of options needn’t necessarily improve the quality of life. In fact, the plethora of choices that we have in this Internet-fueled day and age may actually lead to lower satisfaction levels and discontent rather than hyper delighting one’s customers.
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