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Bhavi Jain

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Review Open access Oct 2026

The Paradox of Choice: How Abundant Options Influence Consumer Decision-Making

Modern consumers can choose among hundreds of products, services, careers, and forms of entertainment. Although this freedom can help people find options that match their preferences, it can also create anxiety, delay, regret, and dissatisfaction. This apparent contradiction is known as the paradox of choice. By review...

Bhavi Jain · 0 citations

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