Paradox of Choice

Barry Schwartz's 2004 argument, building on Iyengar and Lepper's jam study, that too many options can reduce satisfaction and purchases.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The paradox of choice is Barry Schwartz's 2004 argument that too many options can reduce satisfaction and even purchases. It builds on Sheena Iyengar and Mark Lepper's jam study, where a larger display attracted more interest but fewer sales. Marketers apply it by simplifying ranges, highlighting recommendations and limiting tiers.