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chocolates, jam flavors) more people actually end up making purchases, and are happier, when the choice environment only offers a limited set of options.It is not that surprising that our decision making system breaks down when the human brain is confronted with too many options.This study examined to what extent individual mate selectivity could be explained by characteristics of the mating market.
To illustrate, consider a popular heuristic that people often employ, the so-called “recognition heuristic.” The recognition heuristic states that “if one of two objects is recognized and the other is not then we should infer that the recognized object has the higher value.” Such a decision rule may sound overly simplistic but various studies have supported its use and effectiveness.
(They were, if anything, more confused about their choices.) These findings do not only pertain to the world of dating.
Other research has shown that more choices can cause people to avoid decisions and generally lead them to be less satisfied.
You might assume that when trying to find a good dating partner, having a large, varied pool of potential candidates available to you is a good thing, but new research indicates that it is not.
Alison Lenton and Marco Francesconi recently published an article in the in which they analyzed over 3,700 human dating decisions across 84 speed-dating events.
The findings partially support the idea of “erotic plasticity” in females, demonstrating that females’ mate selectivity is more malleable and dependent on context than males’ mate selectivity.