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Sheena S. Iyengar's book in on the lines of The Paradox of choice, The Winner's Curse and Predictably Irrational. Choice can also mislead and burden us: In her own experiment, shoppers presented with an assortment of 24 jams were 1/10th as likely to buy some than those who were shown a mere six. Also read: Lessons from The Paradox of Choice: Why More Is Less Permalink |
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