Editor’s Note: The following is a review of the book Paradox of Choice. Repertoire readers have a chance to receive a free copy. To enter a contest to receive the copy we used to review, e-mail Managing Editor Graham Garrison at ggarrison@mdsi.org

Grocery store aisles bloated with countless soft drink options. Cable channels that go into the 900s. Row upon row of designer stores along mall walkways. Is ‘too much’ a bad thing? Barry Schwartz poses this question in his book The Paradox of Choice: Why More Is Less.

“We assume that more choice means better options and greater satisfaction. But beware choice overload: it can make you question the decisions you make before you even make them, it can set you up for unrealistically high expectations, and it can make you blame yourself for any and all failures.”

The Paradox of Choice is heavy on the psychology behind buying decisions, and that’s good insight for sales reps. It’ll give you a little perspective to what your physician customers go through in their purchasing decisions, and possibly some fresh insight into how to deliver your value to them.

One Response to “Book Review: The Paradox of Choice”


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