Is it really about your taste buds or something else? Another study by Benjamin Scheibehenne at the University of Basel in Switzerland concludes that it’s too simple to conclude that many choices are inherently bad or good. His study that will come out in The Journal of Consumer Research separates the choice overload from information overload. So, how much are people affected by the number of choices and how much from the lack of information or any prior understanding of the options?

And what about the information we do get about the choices. Companies often mislead. Really? And some information is just plain non-understandable, plus information seems endlessly expansive – I could google a product forever with competing and contradictory information. What’s important, who’s right?

You could spend the rest of your life doing the research and due diligence, but is that a life? Choice is supposed to give us more freedom but unless you use your intuition, you end up a slave to a never ending supply of variety and information.

How can you intuition deal with all the info? Give yourself some kind of general time limit. Scan, read the stuff fast. This kind of speed of intake naturally brings out some aspects that capture your attention and that’s what you want to focus on. Your lightning quick intuition elicits what you truly value.

For me to get some kind of cell phone, I quickly found out that I didn’t want to make any kind of big and long commitment. My intuition (in other words, me) decided to go with the cheapest, easiest deal. Now, that may not be your way, but remember there is NO objective truth. It’s all subjective, so determine quickly what’s right for you, irregardless of what others say. Make YOUR choice.