![]() ![]() If we only had to choose between 1% and 2% milk, it is easier to know which option we prefer, since we can easily weigh the pros and cons. The paradox of choice stipulates that while we might believe that being presented with multiple options actually makes it easier to choose one that we are happy with, and thus increases consumer satisfaction, having an abundance of options actually requires more effort to make a decision and can leave us feeling unsatisfied with our choice. This phenomenon is known as the paradox of choice and it is becoming a concern in the modern world, where more and more options are becoming easily available to us. There are so many choices that you are overwhelmed. Almost dumbfounded, you stand in front of the aisle and have no idea what milk to pick. These days, not only do you have to make a decision on the percentage of fat you want (1%, 2%, skim, etc.), but also what source you want your milk to be coming from: cows, almonds, soybeans, oats…the list goes on. When you get to the dairy aisle you see that there are dozens of options. Imagine that you need milk, so you go to the grocery store to pick some up. ![]()
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