the paradox of choice or why more is less

Barry Schwartz, professor for social theory and social action, describes that more choice does not necessary means more satisfaction.

The author describes in detail the process of deciding and choosing:
– why and how anchoring influences us
– why we have a risk and loss aversion
– which comparisons we do …

After reading you know if you are a maximizer, searching only for the best, or a satisficer, looking for things that are good enough.

Furthermore he explains that a overwhelming variety of choice could create less satisfaction up to depression and which strategies may help.

In my opinion definitely a book worthwhile reading – not only for the choice of your next coffee (see photo left).

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