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Question: Maybe people have too many choices. According to one political science professor, "choices proliferate beyond our pleasure in choosing and our capacity to handle the choices." One West Los Angeles supermarket has a sign that says, "724 produce varieties available today, including 93 organics." What sorts of heuristics do people use to avoid the difficulties of choosing among so many vegetables when they shop? How about when they go through the 2 million book titles on Amazon.com?

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