In The Paradox of Choice, Barry Schwartz tells of a trip to his local moderately sized grocery store. He found 285 varieties of cookies, 13 sports drinks, 65 box drinks, 85 kids’ juices, 75 iced teas, 95 types of chips and pretzels, 15 kinds of bottled water, 80 different pain relievers, 40 options for toothpaste, 150 lipsticks, 360 types of shampoo, 90 different cold remedies, 230 soups, 75 instant gravies, 275 varieties of cereal, 64 types of barbeque sauce, and 22 types of frozen waffles.
