The Paradox at the Grocery Store
What people really need is less choice, not more.
by Adam Fleming Petty
Jun 24, 2023
3 minutes
On a recent afternoon, while running errands before I had to pick up my kids from school I froze in the orange-juice aisle of a big-box store. So many different brands lay before me: Minute Maid, Simply, Tropicana, Dole, Florida’s Natural, Sunny D—not to mention the niche organic labels. And each brand offered juices with various configurations of pulp, vitamins, and concentrate. The sheer plenitude induced a kind of paralysis: Overwhelmed by the choices on offer, I simply could not make one. I left the store without any orange juice.
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