When we have more choices, the opportunity cost of our decisions increase. If we choose to buy one type of cereal, suddenly it feels as if we’re foregoing the opportunity to buy all the other cereals (unless we’re buying every single type of cereal that exists which would be ridiculous, or genius). However, if we have only one cereal to choose, the opportunity cost is much less apparent. Since the theory of loss aversion dictates that we strongly prefer avoiding losses, it makes sense why we feel so uncomfortable when there are so many choices we don’t know what to choose! Continue reading More Choices, More Chaos ⇒ Bryan Ye’s post on medium.com