Why less is more… and why marketers need to understand this

The paradox of choice

Barry Schwartz is a professor of social theory and action, teaching courses ranging from basic psychology to economic rationality and decision-making.

His 2004 book, “The Paradox of Choice: Why Less is More” (Harper Collins) pulls together several years of musing and research over why we, in democratic societies, are fervent advocates of choice and freedom, yet are not any happier with our decisions when we are given many options to choose from. All the choice in the world, and we do not seem any better off than those living in places with fewer perceived freedoms.