““More troubling is that when faced with an array of complex options,” the article says, “consumers tend to throw reason out the window and pick a product based on what’s easiest to evaluate, not what’s most important, says Sheena Iyengar, director of the Global Leadership Matrix Program at the Columbia (University) Business School. ‘We stick to the familiar or go by price because we don’t want to deal with so many choices and scrutinize label claims or nutrition information,’ she says.””
