In Reality, Many Choices Are Between Things

In Fact, Even In That Store Draeger's They Had 348 Different Kinds Of Jam Actually In The Jam Aisle. And What We Found Over About, Say, 10 Years Of Research Is That As The Number Of Choices Actually Increase People Are Less Likely To Make A Choice And Sometimes They Do This Even When It's Really Bad For Them.

It's Always A Thrilling Experience To Go Into A Place That Offers You A Lot Of Choice. You Know It's Like It Reminds You Of When You're A Kid And You Go To The Amusement Park And Whether It Be Disneyworld Or Six Flags You Know That Thrilling Moment When You First Enter And You Know You've Got All These Possibilities For The Day And It's Really A... It's A Wonderful Feeling.

In Reality, Many Choices Are Between Things That Are Not That Much Different. The Value Of Choice Depends On Our Ability To Perceive Differences Between The Options.

Also If They Choose From More Options Than Fewer Options They're Less Satisfied With What They Choose And That Is True Whether They're Choosing Chocolates Or Which Job Offer To Accept.

We Began To Look At "why Is That?" And A Large Part Of That Has To Do With The Fact That When People Have A Lot Of Options To Choose From They Don't Know How To Tell Them Apart. They Don't Know How To Keep Track Of Them.