![]() ![]() However, when the options are numerous, people spend too much time trying to get the decision right, juxtaposing attributes and qualities before making the final choice. This is largely because when the options are few, people can compare faster, decide quicker and pick a single choice feeling fulfilled. Simply put, when people have to choose between many things, it becomes increasingly difficult to choose any one at all. One particular effect of having too many options to choose from, according to Schwartz, is that paradoxically, it produces paralysis rather than liberation. However, Schwartz examines the downside of this dogma and the unobvious disadvantage that comes with having too many products or services to choose from. Essentially, maximizing freedom involves maximizing choice. That way, the society can thrive and nurture happier citizens. Western industrial societies believe that the freedom of choice is important for each citizen to act on their own and do the things that will maximize their welfare autonomously. However, Barry Schwartz believes that more choices actually make things more complicated and difficult.Īccording to Schwartz, the “official dogma of all Western industrial societies” is that the best way to maximize the welfare of citizens is to maximize individual freedom. ![]() By Himanshu Vashishtha BARRY SCHWARTZ: THE PARADOX OF CHOICEīy nature, humans inherently believe that the availability of may choices means more satisfaction, freedom, flexibility and comfort. ![]()
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