#OneTEDaDay : The Paradox of Choice

Day # 32 : The Paradox of Choice by Barry Schwartz

Shopping in super stores like Walmart, ShopRite, Wegmans etc. could be pretty overwhelming because of the sheer choices you have to conquer while choosing even a simple item like a ketchup.  Choice is considered for long by the proponents of the western tenets as a synonym to freedom.  But the abundance of choices has created a problem of different kind.  In his awesome talk delivered in 2005, Barry Schwartz attacks the very phenomenon of choice and the issues around it.  He argues that choice has made us not freer but more paralyzed, not happier but more dissatisfied.  I’m amazed at how relevant his take his even after more than a decade.  It only shows two things, one – the marketers haven’t changed their view of customers and two – it is going to remain the same for a long time to come.

Now I know why I love shopping at Trader Joe’s.  You might want to call it as the paradox of lack of choice !!

Choice is better than none but more choice is certainly an issue.


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