Digital Nudge Series #3 - Overcoming the Paradox of Choice
Counter to the well-entrenched view that “more is better” is a finding from human behaviour research that actually “less is more”, at least when it comes to how me make decisions. This counterintuitive finding is known among behavioural economists as the Paradox of Choice, and commonly used as an example of how behavioural economics is better equipped at explaining consumer behaviour than traditional economic theory.
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