Author
Barry Schwartz
6 key ideas, each explained in our own words.
The Paradox of Choice
- IDEA 1
More options, less satisfaction
Beyond a point, more choices make people anxious, slower to decide and less happy with what they pick.
- IDEA 2
Maximisers versus satisficers
Maximisers search for the best option and often end up less satisfied. Satisficers pick something good enough and enjoy it more.
- IDEA 3
Opportunity costs bite
Every option you consider makes the one you choose look worse, because you notice what you gave up.
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