The Paradox of Choice and its Impact on Decision-making

If you've ever felt bamboozled by the sheer range of biscuits at your local supermarket or in a quandary over which pair of headphones to buy from the plethora on offer, then you're not alone.

Studies suggest that consumers can struggle to make decisions when there is too much choice. So how much choice should businesses offer their customers? And how can retailers help us navigate the dizzying array of products out there?

Evan Davis brings together a perfectly chosen group of experts to discuss.

GUESTS

Dr. Paul Marsden, Consumer Pscyhologist, Business School, London College of Fashion , University of Arts London

Laurence Mitchell, Buying Director, Electricals and Home Technology, John Lewis Partnership

Donna Smith, Managing Director, Thursday Cottage Ltd.

and

Paul Stainton, Retail Consultant, IPLC

PRODUCTION TEAM

Producer: Julie Ball Researcher: Marianna Brain Editor: China Collins Sound: Rod Farquhar and Neil Churchill Production Co-ordinators: Sophie Hill and Siobhan Reed