The paradox of choice…now in 2D

As Nudge blog readers know well, the paradox of choice is the paralysis that accompanies decision making as the number of available options increases. It's harder to pick a prescription drug plan when there are 60 plans than when there are four.

Three marketing researchers think there's more to the paradox of choice than, well, choice. In the paper "Variety, Vice and Virtue: How Assortment Size Influences Option Choice," they argue that the object consumers are making a decision about matters...