The Psychology of Ecommerce: Choice Overload and other Paradoxes (26 Jan 2001)
Psychologists have documented numerous paradoxes that pop up when people are free to pursue their own preferences. Surprisingly, more choice does not necessarily lead to better decisions. And because of inconsistencies and biases in decision-making, situations that increase the range of options often cause people to feel less satisfied about the choices they make.
Article URL: http://hci.stanford.edu/seminar/abstracts/00-01/010129-whitmore.html
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