Choice
Radiolab
WNYC Studios
4.6 • 44.5K Ratings
🗓️ 17 November 2008
⏱️ 57 minutes
🧾️ Download transcript
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| 0:00.0 | You're listening to Radio Lab from Public Radio, W-N-Y-C, and NPR. |
| 0:15.8 | Today's show, you ever heard of this yet? |
| 0:20.1 | It's about choice. |
| 0:21.8 | I don't know what to expect. |
| 0:22.7 | I believe you're about to see a miracle. |
| 0:24.9 | And we thought we would start things off in a parking lot in Sunny Berkeley, California with a psychologist. |
| 0:31.4 | I'm Barry Schwartz. |
| 0:32.4 | I'm a professor of psychology at Swarthmore College, where I have been teaching since 1971. The only job I ever |
| 0:39.6 | applied for. So I think deep down in my past I appreciated the value of simplifying ones' |
| 0:46.4 | options. He even wrote a book about it called The Paradox of Choice. And to illustrate |
| 0:50.0 | that paradox, he brought us to, well, you'll see. |
| 0:54.8 | Barry, will you give us a visual as to what we're doing? |
| 0:57.2 | So we're about to walk into Berkeley's very famous Berkeley Bowl, which is a supermarket. |
| 1:04.0 | Very unusual when it comes to fresh fruits and vegetables. |
| 1:07.8 | Wow. |
| 1:08.3 | It has a selection unlike any I've ever seen in my life. |
| 1:10.9 | Dad, could you describe your first view of the produce? |
| 1:13.2 | I see just fields of oranges. |
| 1:16.6 | So we've got navel orange, Valencia juice orange, |
| 1:20.6 | Texas Valencia juice orange, |
| 1:22.4 | organic navel orange, |
| 1:23.7 | Miniola tangelo, daisy tangerines. |
... |
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