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The paradox of choice
Up one levelChoice brings costs as well as benefits: stress, anxiety, regret. Too much choice is not just a problem for shoppers. It’s a real threat to retailers and brands. So what should we do? by Barry Schwartz
In many circles choice is regarded as ‘a good thing’. By definition. But the psychological costs of choice are high - and rising. Value is created (or destroyed) through the process of buying as well as by the product itself.
