The Paradox of Choice
The Paradox of Choice “After millions of years of survival based on simple distinctions, it may simply be that we are biologically unprepared for the number of choices we face in the modern world” Schwartz, 2004 It’s no secret that as humans we like to exercise our freedom of choice. Having choice is important as it helps us to express our identity and allows us to consume what we like according to our personal preferences. Whether it’s selecting what to wear, deciding what television show to watch, or choosing what to do over the weekend – we strive to be authors of our own destiny. On the flip side, I’m sure you can recall a time when you had too many choices, so many, in fact, that it was almost debilitating. Perhaps you were unsure of what topping to get on your pizza? Or maybe you were so overwhelmed by choice of ice cream flavours that you defaulted to simply vanilla? Known as the “choice paradox”, this fear of making the ‘wrong choice’ or missing out on the ‘b
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