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When Choice is Demotivating: Can One Desire Too Much of a Good Thing?

When Choice is Demotivating: Can One Desire Too Much of a Good Thing? by Sheena Iyengar

"a growing body of research also suggests that people can have difficulty managing complex choices. To begin with, research has shown that as the attractiveness of alternatives rises individuals experience conflict and, as a result, tend to defer decision

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