In a recent shopping study conducted by the Open University in Milton Keynes, U.K. and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a July 4th nighttime sky.

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In a recent shopping study conducted by the Open University in Milton Keynes, U.K., and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a nighttime sky filled with fireworks.

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You might set different filters on your Choice Reducers to tune them against the Tyranny of Choice, the notion that too many items on offer freeze our ability to choose.

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"At IHOP, our menu is all about choice and giving our guests a full range of items to choose from that fits their lifestyle, " spokesman Craig Hoffman said.

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Sellers can now choose to skip the auction process entirely--a take-it-or-leave-it choice--that's great for the quick sale of items like Palm handhelds, but a disadvantage for someone selling, say, a used Louis Vuitton bag that might draw many bidders who knock up the price.

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