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Psychology For Marketers 3 - Are Choices Good Or Bad?

Barry Schwartz
Barry Schwartz on TED
We usually believe that more choices is better. I mean, in which shoe store would you go? The one with 2 pair of different models on display or the one with 50?

Our economy is driven by giving people as many choices as possible. However, there is a point when too much choice is simply too much.

As marketer you should listen what your market wants, instead of overwhelming them with what they don't want.

Psychologist Barry Schwartz wrote a whole book, after he was dissatisfied with a purchase of a pair of jeans. Imagine that… most customers won't tell you what's wrong. They simply won't come back.

So take this opportunity and listen to a quite entertaining analysis about choices. Even while being entertaining he conveys an important point.

This is part three in my mini-series about psychology for marketers.

Watch, now!

Pretty amazing isn't it.

About this talk

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.

About Barry Schwartz

Barry Schwartz studies the relationship between economics and psychology, delivering startling insights into modern life. His latest field of inquiry: wisdom. More about Barry Schwartz.

Know what do you wanna do next?
  • Read the previous posts of this series and watch the videos about Estimating Value or About Happiness

  • or check out something you don't know

  • or turn out the computer and walk the dog

  • Oh, you don't have a dog. Go and buy one. But you also could buy a cat. With a cat of course you don't need to walk her. In that case you could get fish, too.

  • or make a video by yourself and promote your ideas on the Internet

  • or do a podcast instead.

  • of course you also could start a new blog

Many choices.

John W. Furst


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Becky on :


He's a funny character.

Indeed those electronic gadgets drive me crazy. They can do so much, but not what I want them to do.

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