category: UIUX 360

Paradox of Choice

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Paradox of Choice

What is Paradox of Choice?


The paradox of choice describes the paralysis and dissatisfaction one feels when presented with too many choices. The Paradox of Choice shows you how vast options frustrate you, are less likely to choose and are more likely to mess up.

The paradox of choice stipulates that while we may believe that being presented with multiple choices makes it easier to choose the one we're actually happy with, and thus increases consumer satisfaction.

Having an abundance of choices actually requires more effort to make a decision and can leave us feeling dissatisfied with our choices. Rather than increasing the freedom of what we want, the paradox of choice suggests that having too many choices actually limits our freedom.

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