Sophia Rosenfeld

How Americans Are Tyrannized By Too Much Choice

We are lousy at making up our minds. Advertisers may goad us with slogans like “The choice is clear” and “There is only one good choice,” and the economists who champion rational-choice theory may still evoke a generic, utility-maximizing consumer who sizes up every situation in terms of his or her personal advantage. But after several decades of research—most famously that of Nobel Prize–winning psychologist Daniel Kahneman and Amos Tversky—it has become widely accepted, save among some skeptical social scientists, that the ability of any one of us to choose what’s in our best interest is severely limited.

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