Ideas worth spreading

The paradox of choice

17,526,818 views | Barry Schwartz • TEDGlobal 2005

Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied.

Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

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Barry Schwartz

Psychology professor

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Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life.

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This talk was presented at an official TED conference. TED's editors chose to feature it for you.