Have you ever watched someone spend 20 minutes scrolling through the Netflix menu looking for something to watch? You can almost hear their brains freezing up at the options.

In this case the “cost” of making a bad choice- losing an hour to a film you don’t like before giving up- is almost zero, yet the endless choices raise the perceived cost. With so many choices, the “perfect” bit of entertainment must be there, so anything less may be perceived as a failure.

The restaurant menu gives your options, but also your limits. We need the limits to begin to narrow our choices.


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