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1 .This is Scientific American 60-Second Mind, I'm Christie Nicholson. Got a minute?
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2 .Decisions can be hard.
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3 .We may be haunted by the path not taken.
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4 .But the best way to feel better about the one choice we do make may be to put up a literal barrier to any of the other choices.
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5 .In a recent study some participants had to choose a chocolate from a box holding a selection of 24 chocolates.
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6 .Others picked from a box containing just six chocolates.
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7 .Each box had a transparent lid.
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8 .Some were told to just pick one and taste it.
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9 .Others had to pick one, but close the lid again before tasting it.
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10 .Then all participants were asked to rate their chocolate.
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11 .Those who put a transparent lid back on the box immediately after choosing from the 24 chocolates enjoyed their candy more than those who lingered with the lid open,
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12 .even though both groups could see the chocolates not chosen!
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13 .What about the six-chocolate box?
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14 .Closing the lid had no effect on chocolate rankings.
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15 .The study is the Journal of Consumer Research.
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16 .The researchers say other studies show that when we start with fewer options we don't tend to ruminate on other choices, or even compare options.
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17 .We simply like what we get.
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18 .But just don't put back any half-eaten chocolates.
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19 .Thanks for the minute, for Scientific American 60-Second Mind. I'm Christie Nicholson.
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