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I LOVE trying new things and am addicted to the upside that accompanies the unknown. But when faced with too many choices, my adventurous aspirations relinquish and I find myself retreating to familiarity. I noticed this multiple instances over the past week:

Dinner at Gracefully – The market at my house has 30+ different sandwich options. I looked at the menu chock full of interesting combinations for 5 minutes and ended up ordering a boring italian hoagie.

Restaurant Recommendation App – This app recommended 10 places to eat dinner in East Village. After looking at each one, I ended up going to someplace I’ve been before that wasn’t even recommended by the app.

Why does this happen?

My mindset as a consumer …
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