The Paradox of Choice

On any given day, if you ask me whether I want you to tell me what to order for dinner (or wear, or how to get to work, etc.) or whether I want to choose for myself, I’ll of course say I want the freedom of choice. And you probably would, too. One of the unquestioned assumptions of our modern world is that choice is good. Choice, in fact, is essential to happiness. After all, choice equates freedom, ability, authority, power, possibility. Lack of choice is therefore equated with oppression, depravity, powerlessness, and monotony. Choice is good…always…period. Or is it? In this very engaging TED Talk, Swarthmore psychologist Barry...