Why does picking something to watch feel so hard? In the first episode of "The Uncertainty of Choice: What makes consumers do what they do?," we explore the science of choice overload: the paradox that more options often lead to worse decisions and less satisfaction. Drawing on the famous "jam study" and 30 years of consumer behavior research, we uncover why your brain struggles with modern abundance and what you can do about it.

decision making, choice overload, paradox of choice, netflix, psychology, consumer behavior, behavioral economics, jam study, decision fatigue, how to make decisions