The amount of choice we can handle depends partly on the characteristics of the options on offer. When we choose frequently and can choose multiple items, as mentioned above for the Long Tail, no single choice is very important, so it’s not necessary to fully evaluate them. As a result, 100 mp3s, for example, won’t be nearly as overwhelming as 100 mp3 players. It seems, then, that we can get by fairly well for certain kinds of choices. But for the many other decisions that we’re asked to make in the face of nearly endless options, how can we save ourselves from being driven to distraction,
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