TED Talks: Barry Schwartz on the paradox of choice

A weekly post featuring talks by innovative thinkers, sponsored by TED (Technology, Entertainment, Design). This is what the internet was made for – to allow challenging ideas to escape from their academic ghettoes and hang out in a place where they can talk to each other.

Freedom is a good thing in itself and the more choice we have the more freedom we have, right? Psychologist Barry Schwartz gleefully deconstructs this cherished assumption. He points out that a plethora of choice can produce paralysis or a lack of satisfaction in the choices we do make, precisely because of the allure of the road not taken. Call it buyer’s remorse on steroids. Very entertaining and subversive.

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