The paradox of choice [ECR Journal Vol. 6, No. 1, Spring 2006]

ECR Journal 2010.09.20

Publication Date: 2006	Publication Language: English	Publication Country/Region: ECR Europe	Publication Type: Article	Companies involved: n/a	Author: Barry Schwartz

by Barry Schwartz

Choice 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?

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.
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