http://www.happinessanditscauses.com.au/presentation-2010-paradox-of-choice-w...
Barry Schwartz is a Professor of Psychology at Swarthmore College, in Pennsylvania. He has been there since receiving his Ph.D. from the University of Pennsylvania in 1971.
Schwartz has written 10 books and more than 100 articles for professional journals. He is a fellow of both the American Psychological Association and the Association for Psychological Science, and was recently honored by being named a Phi Beta Kappa Distinguished Visiting Lecturer for 2006-07.
Barry is the author of The Paradox of Choice: Why More Is Less named one of the top business books of the year by both Business Week and Forbes Magazine. The book explores how too many choices can paralyse people into inaction and cause them to be dissatisfied with even good decisions.
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