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Barry Schwartz
Barry Schwartz is an American psychologist who taught for many years at Swarthmore College. In The Paradox of Choice (2004) he argues that having too many options can leave people less satisfied.
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“Eliminating consumer choices can greatly reduce anxiety for shoppers.”
— Barry Schwartz, The Paradox of Choice (2004): summary via Wikipedia (paraphrase, not a direct quote)Watch on YouTube: The paradox of choice (TED) ↗Barry Schwartz discusses this idea