Watch: Lecture by Psychologist Barry Schwartz One of TED's Greatest Hits
Lecture by Psychologist Barry
Schwartz One of TED's Greatest Hits
by Alisa Giardinelli
9/21/10
![Barry Schwartz](https://www.swarthmore.edu/sites/default/files/styles/main_page_image/public/assets/images/news-archive-2009-2011/schwartz11.jpg.webp?itok=AikPq4Ua)
Schwartz is the Dorwin P. Cartwright Professor of Social Theory and Social Action. His books include The Paradox of Choice: Why More is Less and The Costs of Living: How Market Freedom Erodes the Best Things in Life. Earlier this year on The Colbert Report, he further explored why people are paralyzed with indecision when offered too many choices.