The paradox of choice

Posted on February 28, 2014

Psychologist Barry Schwartz has an interesting take on the concept of choice and how it relates to freedom that in turn contributes to the level of happiness we experience.

Conventional wisdom tells us that to maximize the welfare of the citizens, you have to maximize the level of freedom of the citizens. To maximize the level of freedom, you have to maximize the amount of choices afforded to them. But is it really the case?

Walk into a supermarket today, try to buy a bottle of salad dressing and you will be bombarded by the hundreds of different formulations, brands, extra healthy, organic product, prices, and packaging. Do you really feel that the amount of choice presented to you have contributed in any way to your level of happiness?

Watch this interesting talk to find out.


Source material from TED

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