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The Paradox of Choice
A researcher named berry schwartz popularized what's known as the paradox of choice. He demonstrated, through carefully designed studies, that if a person is sampling jam, for example, at a farmer's market, and they are choosing between five options, strawberry, apricot, grape, boison, berry and orange marmalade, right? Those are your choices. People in that situation are likely to pick something. But if you give them 25 choices, they're likely to pick nothing at all,. They walk away without making a purchase. And that's the paradox ofchoice. The more options you place in front of someone, the more they're overwhelmed by the choices
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