If you’ve ever shopped for an appliance about which you have few feelings—say, a washing machine—you know how hard it can be once the number of options exceeds six or seven (which is the capacity of our short-term memory). Just imagine what your life would be like if at every moment, in every social situation, picking the right thing to do or say became like picking the best washing machine among ten options, minute after minute, day after day. You’d make foolish decisions too.
