Psycholoog Barry Schwartz mikt op het centrale thema van de westerse wereld: '''keuzevrijheid'''. In Schwartz' schatting maakt keuze ons niet vrijer maar verlamd ons. Niet gelukkiger maar ontevredener. Als je kunt kiezen uit 6.500.000 audio-video-configuraties (of zorgverzekeringen, of mobiele telefoons), kies en koop je dan we de juiste? Of is die andere toch beter? Grrrr... (En dat terwijl zorgverzekeringen ons toch een zorg weg dienen te nemen?!).

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