`consumer-behavior` Related Article Results

The Choice Paradox is the phenomenon that increasing the number of options presented to consumers or decision makers, beyond a certain point, makes the decision-making process more difficult rather than easier, reduces decision quality, and diminishes satisfaction. This perspective challenges the general belief that more options are always better. The core idea of the paradox was systematically examined by psychologist Barry Schwartz in his 2004 work titled The Paradox of Choice: Why More Is Les