Chamerale
Chamerale asked:

what is the paradox of choice about?

Simon It is an analysis of the effects of the increasing amount of choice we are faced with as a result our modern value of "freedom" as it has been interpreted by society simply mean more options. For better or for worse.

It starts by explaining the situation as the writer sees it. One example is the experiment of offering chocolate samples, one day offering a small selection and having a positive response in sales and another day where more selection of samples are offered but with a surprisingly poorer response in sales. This sets the temperament of the authors composition.

The book continues by addressing issues of choice and happiness, missed opportunities, comparison, disappointment, depression and other psychological areas. It is neatly concluded in a short chapter titled 'What to Do About Choice'.
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