When the paradox of choice is only a pair

Paul Heagen Uncategorized Leave a Comment

Psychologist Barry Schwartz’s The Paradox of Choice poses the premise that when confronted with too many choices, we fail to choose. Strawberry jam or blackberry jam, easy. But festoon the shelves with all manner of exotic and intriguing flavors, and we stare at them numbly. With a name like Smuckers, it has to be complicated.    The notion that too …