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TheTyrannyofLogic suggests that havingoptions allows people to select precisely whatmakes them happiest. But as, studies show,abundant choice oftenmakes for misery By Barry Schwartzmericans today choose among moreoptions in more parts of life than hasever been possible before. To an extent, the opportunity to chooseenhances our lives. It is only logical to think that if some choice isgood, more is better; people who care about having infinite optionswill benefit from them, and those who do not can always just ig-nore the 273 versions of cereal they have never tried. Yet recent re-search strongly suggests that, psychologically, this assumption iswrong.
tors demonstrated the effects of opportunity costs when they had subjects put a dollar value on subscriptions to magazines or flights from San Francisco to attractive locations.
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