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Freedom Of Choice Makes Us Confused

Submitted by Alex Birch on Wed, 04/23/2008 - 19:46.

Woe to the caffeinated, for gone are the days of simply grabbing a coffee. Today's order requires surviving a gauntlet of choices: Latte or Americano? Flavored or plain? Cream and sugar? Small, medium or large? And the list goes on.

New research shows that such daily decisions eat up limited mental resources, ultimately rendering our self-control into mush. Which means making too many decisions might be why many people can't stick to a diet, finish a big project or even complete simple daily tasks.

"It's a strange paradox because human beings are drawn to choice," said study co-author Kathleen Vohs, a marketing professor at the University of Minnesota's Carlson School of Management. "We love having more choices, but at the same time the human psyche is easily overcome by them."

Democracy and free choice make us confused and poor decision-makers.

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