So Gut Tells You "how Do I

What Leads Us Astray Is Confusing More Choices With More Control. Because It Is Not Clear That The More Choices You Have The More In Control You Feel. We Have More Choices Than We've Ever Had Before.

You Know If They Said Kindness Or Funniness Was Really Most Important To Them Then They Will Be More Likely To Say Yes To The Person That They Thought Was Kind And Funny.

And Guys Will Say Looks Matter, But They'll Also Say Things Like "well, She Should Be Smart And Kind." And You Know Those Are... So The Typical Responses And If You Give Them Just A Few Options, Like Five Or Six, Then They Will Rate Them On The Very Characteristics That They Said Were Really Important To Them.

What We Found Was That Of The People Who Stopped When There Were 24 Different Flavors Of Jam Out On Display Only 3% Of Them Actually Bought A Jar Of Jam Whereas Of The People Who Stopped When There Were 6 Different Flavors Of Jam 30% Of Them Actually Bought A Jar Of Jam.

When People Are Given A Moderate Number Of Options (4 To 6) Rather Than A Large Number (20 To 30), They Are More Likely To Make A Choice, Are More Confident In Their Decisions, And Are Happier With What They Choose.