The Paradox of choice

Var að horfa á skemmtilegan fyrirlestur sem var haldinn á TED ráðstefnunni nýlega. Barry Schwartz er höfundur bókarinnar The Paradox of Choice: Why More Is Less sem fjallar um hvernig heimurinn hefur hefur orðið sífellt flóknari með auknu vöruúrvali og auknum valkostum í nær öllu sem við kemur daglegu lífi. Barry veltir fyrir sér hvort að þetta aukna úrval geri okkur hamingjusamari en áður þegar fólk hafði í raun lítið sem ekkert val.

Here’s a story from my own experience. While vacationing in this little town on the Oregon coast, I went to buy wine for dinner. I had to buy the wine from a store that had only five varieties, so I picked one. It wasn’t great wine, but no one cared – what can you expect when there are only five options? In Manhattan, there are 20,000 options, so it’s reasonable to expect that you’ll find something close to perfect. But even if you find one that’s much better than anything in that Oregon store, you end up disappointed – because your expectations can only go up with all those choices.

Barry Schwartz: The paradox of choice

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