The Paradox of Choice: Why More Is Less

Barry Schwartz is an American psychologist, professor and author. Schwartz completed his bachelor’s degree at New York University in 1968, and then earned his PhD at the University of Pennsylvania in 1971. Schwartz currently teaches at Swarthmore College in Swarthmore, Pennsylvania, where he is the Dorwin P. Cartwright Professor Emeritus in Social Theory and Social Action. His main research interests are decision-making, motivation, values, and the role of psychology in economics.

Schwartz has shared his research findings in academic publications as well as broader media, making his research accessible to non-experts. Schwartz’s articles in academic journals, newspapers and magazines explain his theories on human behavior, focusing on morals, decision-making, economics and modern life. These include his New York Times article “A nation of second guesses” and his Scientific American article “The Tyranny of Choice.” Schwartz has also delivered several TED Talks, such as “The way we think about work is broken,” “Our loss of wisdom,” and “What role does luck play in your life?” He explores the topic “The paradox of choice” in his 2007 TED Talk, which has over five million views on YouTube.

In addition to his book The Paradox of Choice, Schwartz has also authored Brilliant: The Art and Science of Making Better Decisions, The Battle for Human Nature: Science, Morality and Modern Life, and The Costs of Living: How Market Freedom Erodes the Best Things in Life.