So Many Choices

by Patrick Appel

Jonah Lehrer takes on choice blindness:

we are completely ignorant of how fallible our perceptions are. In this study, for instance, the consumers were convinced that it was extremely easy to distinguish between these pairs of jam and tea. They insisted that they would always be able to tell grapefruit jam and cinnamon-apple jam apart. But they were wrong, just as I’m wrong to believe that I would be able to reliably pick out the difference between all these different coffee beans. We are all blind to our own choice blindness.