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Barry Schwartz
Psychologist
Barry Schwartz is the social psychologist who decided to become the official spokesperson for modern mental fatigue — especially when we get stuck trying to choose between 47 types of toothpaste.
Born in the United States, Schwartz spent decades teaching psychology at Swarthmore College, but it was with his book The Paradox of Choice that he really captured the public's imagination: the idea that more options do not always mean more freedom, but rather more anxiety.
In addition, he has tackled topics such as motivation at work and practical wisdom, always with the attitude of someone who understands that human beings are somewhat lost creatures. A frequent presence at TED Talks and other arenas of ideas, Schwartz continues to be the guy who explains why decision-making has become a high-risk sport — and he does so without losing his academic humour.