More choice, less action

When researchers from Columbia University analysed more than three-quarters of million individuals associated with a leading investment group, the team found that for every additional ten retirement savings funds available, participation declined by about two percentage points.” In essence, the more options available, the fewer people went on to save for their retirement. “The fact that some choice is good doesn’t necessarily mean that more choice is better*,” reinforces psychologist Barry Schwartz. He calls this the paradox of choice.

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Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow's challenges

Sam Tatam

Excerpt from

Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow's challenges

by Sam Tatam

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Behavioural principles

Behavioural ideas at play in this post

Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.

Choice architecture

The way options are arranged changes what people notice and choose.

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Choice overload

Too many options can create paralysis, delay, and regret.

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Processing fluency

Easy-to-process things feel truer, safer, and more appealing.

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More choice, less action

Behavioural ideas at play in this post

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