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the paradox of choice

The Paradox of Choice - Why More Is Less is a 2004 book by American psychologist Barry Schwartz. In the book, Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers.

Autonomy and Freedom of choice are critical to our well being, and choice is critical to freedom and autonomy. Nonetheless, though modern Americans have more choice than any group of people ever has before, and thus, presumably, more freedom and autonomy, we don't seem to be benefiting from it psychologically.

Schwartz assembles his argument from a variety of fields of modern psychology that study how happiness is affected by success or failure of goal achievement.

Schwartz compares the various choices that Americans face in their daily lives by comparing the selection of choices at a supermarket to the variety of classes at an Ivy League college.

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