• Richard Murff

On Choices


The default logic is that more choices are better - but is this true? We buy more channels, but rarely watched them. Easy choices are easy because we make them all the time - grocery shopping, getting dressed - little on the line, and plenty of practice. But choosing a college, career, spouse, or house is a different kettle of fish. High stakes and almost no practice.

Do too many choices lead to inertia in an animal that clearly can’t handle anymore than three options at a time?