The Paradox of Choice

The Paradox of Choice

The term paradox of choice stems from a study by Sheena Iyengar and Mark Lepper in which shoppers at a supermarket given more choices purchased less than those given fewer choices.  Psychologist Barry Schwartz wrote a book called The Paradox of Choice: Why Less Is More that expands on the thought that the greater our choices, the more limiting they become.

Have you ever had that moment in a store where you just stand and look down the aisle of 40 soaps and walk out because you can’t decide?  Or you open your closet and look at all the shirts in there, but feel like you have nothing to wear?  That is the paradox of choice.

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