A Redefinition of the Paradox of Choice
Giving customers what they want is an essential factor for success in business, but knowing what they want is not an easy problem to solve. Customers do not always want the same thing; they may not even have a clear idea of what they want. With current business to customer (B2C) mass customization tools and technology, high levels of customization are possible, however, as psychologist Barry Schwartz has pointed out, too much choice can be overwhelming. Schwartz calls this phenomenon the paradox of choice.
Publication: Design Computing Cognition Conference Proceedings 2010
Year: 2010