The brands we choose become extensions of our identity. Markers of our aesthetic, style, beliefs, and other definitions which ...

And when the choice set is large, the answer is always no... Not only do you have a harder time choosing, you then beat ...

While we normally think of having more options as a good thing in theory, in practice we quickly run into a phenomenon called the paradox of choice. In 2004, psychologist Barry Schwartz wrote a book ...

Understanding the psychology behind user behavior is crucial for designing products that are not only functional but also ...