The social research of psychologist such as Barry
Schwartz, suggests that all of this choice has two negative effects on people. One effect, paradoxically, is that it produces “Paralysis”, rather than liberation. With so many options to choose from, people find it very difficult to choose at all. Second effect, what economists call “Opportunity Costs”.
Even if we manage to overcome the paralysis and make a choice, we end up less satisfied with the result of the choice than we would be if we had fewer options to choose from. The research confirms, that 73% of big data are useless.
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