Barry Schwartz talks about “The Paradox of Choice- Why Less is More”

More choice doesn’t necessarily mean better options or greater satisfaction. In fact, Barry Schwartz would like to suggest the opposite. Schwartz, an American psychologist talks about the abundance of choice in modern society, and why less choice is better than more and choice paralysis. The Paradox of Choice is a phenomenon extensively researched by experts on choice, Sheena S. Iyengar and Mark R. Lepper, their analyses being cited frequently in the talk.

The Paradox of Choice: Why More Is Less is also the name of Schwartz’s book published in 2004 which popularized this phenomenon.