A Matter Of Choice: Is Less Best?

A Matter Of Choice: Is Less Best?

A new model offers hypothetical rationale behind the anxiety resulting from having too much choice to comprehend.

Stephen Fortune
  • 3 march 2011

Contemporary life is fraught with multiple minor decisions at every turn. How this effects our ability to conduct our day to day activities has seen commentary from behavioural economists Dan Ariely and Barry Schwartz, the latter of whom coined the term choice fatigue to describe the overload we feel when confronted with so many options.

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