New Frontiers in Behavioural Science: When is Choice a Paradox? The evolution of choice theory

Looks at how our understanding of choice has, and is, continuing to develop so that the amount of choice on offer can be tailored in the optimum ways, depending on the context, and even the person.


Choice is a hot topic in behavioural science. In fact, whether people prefer more or less choice has been debated for many years, though the debate originally began by considering the choices of a donkey. In the 14th century, the French philosopher,

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