Barry Schwartz on the Paradox of Choice

Another fascinating talk from TED.com: Psychologist Barry Schwartz claims that the utility of freedom of choice decreases in the number of alternative options. I am not entirely sure whether he is actually right, and what the optimal number of choice alternatives in a given situation would be. This might have interesting implications when taken together with the use of heuristics, though. Also , my own behavior standing in a Starbucks or choosing cereals strongly supports his hypothesis.