5Choosing Carefully—Given Too Many Choices, We Freeze (and Then We Don’t Choose at All)


AS I STARTED writing this book, I decided I should buy an external hard drive to backup these chapters. I went to the NewEgg.com Web site to make a purchase. It took me at least 10 visits and over three hours to make this purchase. Why? Because every time I went to visit the site, there were dozens—no, make that hundreds—of hard drives to choose from. And they were pretty much all the same. All the same size, all the same capacity, all the same price. They differed in shape and color. That purchase took me a long time.

One interesting thing about ...

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