Lately I wanted to buy a heart-rate monitor online, so I enterd Polar’s website. Polar has dozens of models, so I had hard times choosing the right one for me. The difference between each one of them was sometimes one feature or two. It took me a lot of time, but eventually I decided and ordered. A few days after I read about the paradox of choice, and found out that apparently I’m an exceptional customer: most people would give up in such multiple-choice condition, or decide badly (I didn’t choose badly since I’m already satisfied with the product). The reason for this behavior is the analysis paralysis effect: paralysis that is caused by overdose of information.
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