There are times when it seems as consumers we have too much choice. Most big supermarkets provide us with about 30,000 products, and each year they add more. Now Asda have decided to reduce some of their lines, throwing out some well known brands in the process because they believe too much choice baffles customers. And it doesn’t stop at groceries. Maybe you’ve felt overwhelmed when faced with 50 different mobile phones, hundreds of sofas or thousands of different financial options. So can endless choice lead to paralysis rather than liberation? A so called tyranny of choice? We’ll be discussing if such a thing exists in a moment but first Nadira Tudor spoke to shoppers in Wrexham to see if choice means panic or pleasure: Guests: John Tong, Professor Politics at Liverpool University; Julie Mills, category manager at Booth's supermarkets, David Lagnado, Psychology lecturer at UCL. Stuart Whitwell, Intangible Business- brand consultants.
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