Today, on the last day of the UI11 Conference, we have seen a terrific keynote by Barry Schwartz, Professor of Social Theory and Social Action and author of the book ‘The Paradox of Choice – Why Less Is More’. It is by far the most usable keynote in my experience. Here is a selection of my notes.
We have always assumed that more freedom means more welfare. And we consider the ability make our own choices a key factor of freedom. So, more choice means more welfare. Or at least, this is how we think the world works. The business world has been acting upon this for many years and the public sector has been into this as well. Just look at the choices in the supermarket (cookies, desserts, toothpaste etc.).
Choice is good. But the problem is that we think that is only good. There is more choice than we need. There are three effects of having too much choice:
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