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Study: We Often Know the Best Choice But Don’t Make It

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psychcentral.com

When faced with a decision, we often know what will give us the best chance of success but choose another option anyway, according to new research.

People often choose based on a gut feeling, a habit, or what worked for them last time, rather than on what they have learned will work most often, said Dr.

Ian Krajbich, co-author of the study and associate professor of psychology and economics at The Ohio State University. The results run counter to the belief that people make the less optimal choice because they just don’t know any better, he noted. “In our study, people knew what worked most often.

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