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When people have no choice, life is almost unbearable. As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.

BARRY SCHWARTZ, The Paradox of Choice

Any time choice is restricted in some way, there is bound to be someone, somewhere, who is deprived of the opportunity to pursue something of personal value.

BARRY SCHWARTZ, The Paradox of Choice

Choice is what enables us to tell the world who we are and what we care about.

BARRY SCHWARTZ, The Paradox of Choice


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