The Paradox of choice

When visiting New York I experienced a reverse culture shock.

From shopping in my local Indian supermarket where I can only sometimes get decent cheese if a Frenchman has smuggled some in his underpants – I was presented with an overwhelming choice of items in the American grocery stores.

When buying a toothbrush – I was faced with a wall of toothbrushes, when getting a cereal – a whole isle of cereal packets. It really was overwhelming and left me dazed and confused.

The experience reminded me of a TED talk I saw on the paradox of choice. More choice doesn’t make us happier but more dissatisfied.

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