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Would you rather watch cat videos or read Nate Silver’s latest election projections? Snack on traditional frosted flakes or ones dusted with maple and apple flavoring? Use a smartphone with a 3.5” or a 4.25” screen? And do these largely arbitrary decisions really improve our quality of life? In his 2005 book The Paradox of Choice: Why More is Less, psychologist Barry Schwartz made the case that this bounty of consumption options instead contributed to a general social malaise of “anxiety, dissatisfaction and regret.”
It’s not a new idea, but an articulation of a dilemma growing increasingly resonant in a time of seeming overabundance of products, resources, and information. Minor differentiation between products creates an illusion of freedom and self-determination, Schwartz argues. It’s a costly illusion. During a 2007 TED talk, Schwartz reflected on the personal, social, and environmental toll of our addiction to options.

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