As watch collectors, we find ourselves pondering over purchase options/decisions all the time. Perhaps we often know the answers to our questions, and our brain hides it from us?
Barry Schwartz is an American psychologist, Professor of Social Theory and Social Action at Swarthmore College, and since 2016 has been visiting professor at the University of California, Berkeley. His work focuses on the intersection of psychology and economics… He is also the author of the book “The Paradox of Choice” and he talks about the concepts from the book in this TED talk. In this post I wanted to outline some of the key points he makes, and connect them to a watch collector’s decision-making processes.