Camerer, Colin

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  How many choices should you offer your clients?

Reutskaja, Elena; Linder, Axel; Nagel, Rosemarie; Andersen, R.A.; Camerer, Colin Choice is good, but having too many options can be paralyzing. Using MRI machines, researchers can actually see a point at which having too many alternatives starts overwhelming our brains. The ideal number of options may be fewer than marketers think. Read article
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