According to psychologist Barry Schwartz, the paradox of choice is a phenomenon that suggests that while having more options and freedom of choice may initially seem desirable, it can lead to increased anxiety, dissatisfaction, and decision paralysis.

The paradox arises from the idea that in modern consumer societies, we are presented with an overwhelming number of choices in various aspects of our lives, such as purchasing goods, selecting careers, or even deciding on personal relationships. While having more choices theoretically provides the opportunity to find the best possible outcome, it also imposes cognitive burdens and emotional challenges.

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