People: HCI & the web

XII.2 March + April 2005
Page: 71
Digital Citation

The cost of more


Authors:
William Hudson

There has always been a difficult balance in the amount of choice offered to consumers. Too little choice means a store may be omitting services or products important to some users (and worse still, that a competitor might include). Too much choice adds complexity with increased potential for confusing or frustrating potential purchasers. This may sound like a big enough challenge to cope with, but according to Barry Schwartz, the author of The Paradox of Choice, the difficulty I have just described is only the tip of the iceberg. While Schwartz deals primarily with choice outside the digital world,…




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