About the only time our gut impulse can outperform our reason is if we have developed some kind of truly informed intuition.


Different cultures have different attitudes about options–and about how many choices a person needs to have in order to decide.

Technology & Innovation

Most of the time, when we're confronted by an abundance of choices, it's because we’re novices and don’t know how to differentiate between them.

Surprising Science

Animals, like humans, want to exert control over their lives with choices. Humans show this desire from a young age.