Leading light Saoirse Noonan hoping for special Cork double
Saoirse Noonan, Cork City putting the ball past Treaty United keepr Maebh Ryan for her second goal during their Womens FAI Cup semi-final. Picture: Dan Linehan
Choice isn’t without it’s complications. When two psychologists performed a study at a San Francisco marketplace 20 years ago, they found that shoppers were 10 times more likely to buy the jam on display when the number of options was stripped from 24 down to six.
Another American psychologist, Barry Schwartz, called this the paradox of choice. He wrote a book about it, pointing out that autonomy and the freedom to choose for yourself is critical to our sense of self and well-being.




