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Though most of us would say we want conscious control over any decision that affects
us, in practice we don't. In the real world, we constantly look for ways to narrow our op-
tions. Our aim is to make the choice easier without sacrificing quality. When choosing what
movie to see, we may be swayed by Oscar nominations, or other well-known accolades.
When deciding what TV to buy, we check ratings on consumer websites, reducing our op-
tions from hundreds to two or three. Or we might go with routine. The last three times our
typical traveler chose Acme Airlines and safely arrived at her destination, so this time she
flies Acme without even looking at alternatives.
Whenever we are performing a new set of actions that we expect to do again and again,
we look for easily repeatable patterns. We consider alternatives and make choices, but those
choices are aimed at creating the repeatable pattern. Once we have that pattern, the choices
are no longer choices. They are the learned reactions of a user who, when faced with the
prospect of reevaluating every decision, has better things to do.
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