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What is the paradox of choice?
Mar 30, 2026
· 4m
You may have spent twenty minutes scrolling through Netflix, Disney+, Amazon Prime or YouTube last night… only to end up watching nothing. That sense of paralysis when faced with endless options was described in 2004 by American psychologist Barry Schwartz, as the paradox of choice. Why do too many options make it harder to decide? What role does regret play in this process? How can we escape the paradox of choice? In under 3 minutes, we answer your questions! To …
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