" Why We Get Sucked into Trivial Decisions ! "
Faced with tough choices such as whether to do a fun task for low pay or a dull task for high pay, research participants agonized over their decisions twice as long if the choices were reversible (and thus unimportant) than if they were binding (and thus important), say Aner Sela of the University of Florida and Jonah Berger of The Wharton School.
WHY ? : -- We tend to assume that unimportant decisions will be easy; if they're unexpectedly difficult, we switch to viewing them as highly important and spend more time dithering, the researchers say.
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