What is The Paradox of Choice and Why It Matters

In this post from my series on locus of control, I discuss why your need for choice is not always rational. It has to do with the paradox of choice.
Your need for choice is not based on a rational calculation where you seek to maximize value, as standard economic theory would have you believe. Research has shown that your brain is not very interested in making choices at all. In fact, it often resists doing so, even finding the process unpleasant at times. Instead, it's more interested in simply having choices.
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