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Depressing amount of choice?

Date Published: 09/07/2007

It seems too much choice could be bad for us when it comes to the weekly shop.

Apparently those 15 varieties of baked beans can lead to some very negative psychological effects that we could, no doubt do without.

This is according to Professor Barry Schwartz, a psychologist from Swarthmore College in Pennsylvania who has penned The Paradox of Choice. He told The Times:

“There is vastly too much choice in the modern world and we are paying an enormous price for it. It makes us feel helpless, mentally paralysed and profoundly dissatisfied.”

If this is true, one would hope that the addition in recent years of a dizzying array of organic lines to this already challenging selection isn’t serving to make the problem worse. Not sure how that would fit into the organic ethos!

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