The Globe and Mail:
In a study published in the Journal of Personality and Social Psychology, researchers found that people confronted with a large number of choices (like those offered at a typical big box retailer) suffered from a unique brand of exhaustion that made them score low in psychological testing.
Lead author Kathleen D. Vohs concluded that making choices depletes a precious resource within the human brain. With this in mind, consider the plight of the Porsche 911 buyer, who must choose from 23 different models of the same car.
Read more: The Globe and Mail
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