The Paradox of Choice – Why more is less is a book by American psychologist Barry Schwartz.  In the book Schwartz challenges the widely held belief that giving people more choice is positive and makes people feel in control. Instead he argues that giving people too many options to choose from can be overwhelming and creates anxiety which can be harmful to our general well being.

In addition choice overload can result in people freezing and not making any decision at all because they don’t feel confident that they can make a good decision.

See also the post: 11 strategies from The Paradox of Choice to boost conversions.


Further reading:


Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tool should you choose?

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