The paradox of Choice

by Greg Kalai

From Barry Schwartz’s 2007 TED talk, “The paradox of choice.” Barry talks about how the more choices consumers are offered, the less likely they are to be satisfied (and over the long term, happy). He credits this phenomena to choice architecture, where in a universe of infinite choices, you are to blame for a bad one. In a universe of limited choice (buying jeans in the 70’s), the world is to blame. We thought about this a lot when coming up with DoH; offering only what is necessary and sparing you having to pick from a thousand products. Find the full talk here: