The Paradox of Choice: Why More Is Less

by Barry Schwartz

consumers decide not to decide, and don’t buy the product.

You don't win silver. You lose gold.

Media and peer pressure tells us that obesity is a matter of choice, personal control, and personal responsibility, that we should aspire to look perfect, and that if we don’t, we have only ourselves to blame.

Unless you’re truly dissatisfied, stick with what you always buy. Don’t be tempted by “new and improved.” Don’t “scratch” unless there’s an “itch.” And don’t worry that if you do this, you’ll miss out on all the new things the world has to offer.