A large array of options may discourage customers because it forces an increase in the effort that goes into making the decision. ...[T]hinking about… - Barry Schwartz

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A large array of options may discourage customers because it forces an increase in the effort that goes into making the decision. ...[T]hinking about the attractions of some of the unchosen options detracts from the pleasure derived from the chosen one.

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About Barry Schwartz

Barry Schwartz (born August 15, 1946) is an American psychologist.

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Americans spend more time shopping than the members of any other society. ...more often than they go to houses of worship, and Americans now have more shopping centers than high schools. ...[P]eople are shopping more now but enjoying it less.

I am not suggesting that deregulation and competition in the telephone and power industries are bad things. ...But the problem is that state regulators aren't there anymore to make sure customers don't get ripped off. ...[E]ven if you keep what you've always had, you may end up paying substantially more ...

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