Easy decision? Think again
People often assume difficult decisions are more important than easy ones, according to research published in the Journal of Consumer Research. The paper looked at why people tend to take so long choosing everyday items, such as sandwiches.
The researchers from the universities of Florida and Pennsylvania, said that we confuse the array of options and excess of information with decision importance. And it’s more likely to occur when selections seem unimportant to begin with, because consumers expect them to be simple.
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