The Paradox of Choice

Barry Schwartz is a professor at the high school of business at u c Berkeley. He has written an entire book drawing on experiments like that jam study. They pretty much all show the same thing, when we are faced with lots of options, we become paralyzed by them. There's a set of beliefs that are so embedded in us that i don't even think we realize we hold them. And if you want to enhance people's well being, you want to enhanced their freedom.