Barry Schwartz

Barry Schwartz studies the link between economics and psychology. In his 2004 book The Paradox of Choice he asks why societies of great abundance, where people have more freedom and choice than ever in their personal, professional and material lives, are seeing a near-epidemic of depression.

His talk here, The paradox of choice, was given at TED Talks in 2007. It covers behavioral economics and cognitive psychology, and is a useful reference for designers deciding how many options to put in front of users.