Question 3. Bad choice, no choice. Imagine you're thinking about buying a Blu-ray player, but you haven't decided which brand or model you want. Walking past an electronics store, you notice a sign advertising an unbranded Blu-rayplayer on sale for 99. You know this price is well below retail. Would you (a) buy this player, or (b) wait to learn more about other models? Now imagine the same situation, except the store also offers a high-quality Sony Blu-ray disk player for 149, which you know is a bargain. Would you (a) buy the unbranded machine, (b) would you buy the Sony, or (c) would you wait to learn more about other models? A strange thing happened when these scenarios were put before two different groups of people. The majority of one group, presented with the first scenario, said they would buy the unbranded Blu-ray player, while roughly a third opted to wait. But when another group of people was presented with the second situation, 25 percent said they would buy the unbranded player, and another 25 percent opted for the Sony. Half the people said they would wait. In other words, the addition of a second good deal made people less likely to take advantage of either opportunity.It's theparalysis of choice. The obvious conclusion after the above examples is that the more choices people face, the more likely they are to do nothing. An

average American supermarket offers 128 variations on corn flakes. How to pick the right one? Once in a television store, consumers often choose machines with a multitude of options (paying too much), hoping they have selected the right one. However, at home, the sameconsumers are reluctant to read the machine's manual, leaving 95 % of these options unused. Barry Schwartz describes in his book 'The Paradox of Choice'(2004) how more choice makes people less happy.