Inside My Mind

by Vince

Let me share with you all this article by Jonah Lehrer on the psychological understanding behind simple decisions becoming overcomplicated. The story of my life. Money quote:

The problem, of course, is that the modern marketplace is a conspiracy to confuse, to trick the mind into believing that our most banal choices are actually extremely significant. Companies spend a fortune trying to convince us that only their toothpaste will clean our teeth, or that only their detergent will remove the stains from our clothes, or that every other cereal tastes like cardboard. And then there is the surreal abundance of the store shelf. Do we really need 13 different varieties of Cheerios? Why does the average drug store contain 55 floss alternatives and more than 350 kinds of toothpaste? While all these products are designed to cater to particular consumer niches, they end up duping the brain into believing that picking a floss is a high-stakes game, since it’s so damn hard. And so we get mired in decision-making quicksand.

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