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It’s your choice! – Or is it really?

For most of us it is difficult to imagine that we could decide to buy a v-neck sweater and end up with round-neck collar without even noticing the difference. If this happened in a wide variety of situations, it would mean that we are often not fully aware of the decisions we make. According to researchers studying a phenomenon called choice blindness, this is precisely the case. Numerous studies have shown that we often fail to... / more