More Options Can Result in Focus on Quality Instead of Choice Paralysis

(p. C4) Much of the research on decision-making focuses on the “choice paralysis” commonly thought to result from having too many options. But new research suggests that instead of being a debilitating factor, having many options actually sharpens our focus on quality.

For the full summary, see:
DAVID DISALVO. “Commerce; Choosing the Very Best.” The Wall Street Journal (Sat., August 20, 2011): C4.

The paper summarized is:
Bertini, Marco, Luc Wathieu, and Sheena S. Sethi-Iyengar. “The Discriminating Consumer: Product Proliferation and Willingness to Pay for Quality.” SSRN eLibrary (2010).

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