An Experiment In “Choice Architecture” Exposes Ideas Around Consumer Decision-Making

An Experiment In “Choice Architecture” Exposes Ideas Around Consumer Decision-Making
technology

As consumers enter the gift-shopping season, do they want many choices or just one?

Kyle Studstill
  • 3 december 2010

JustBuyThisOne is a shopping site that approaches the problem of the paradox of choice by limiting a shopper’s options down to one, featuring the ideas of behavioral economist Barry Schwartz who coined the term in the title of his 2004 book on consumer decision-making. Powered by the review aggregator ReeVoo, the site essentially displays the top item reviewed among televisions, vacuums, computers, and other electronics frequently turned to for gifts.

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