选择恐惧症患者：信息量太大怎么破？
<p><span word="If">If</span> <span word="you">you</span>'<span word="ve">ve</span> <span word="ever">ever</span> <span word="dashed">dashed</span> <span word="into">into</span> <span word="the">the</span> <span word="grocery">grocery</span> <span word="store">store</span> <span word="to">to</span> <span word="pick">pick</span> <span word="up">up</span> <span word="a">a</span> <span word="tube">tube</span> <span word="of">of</span> <span word="toothpaste">toothpaste</span>, <span word="you">you</span>'<span word="ve">ve</span> <span word="likely">likely</span> <span word="been">been</span> <span word="stopped">stopped</span> <span word="in">in</span> <span word="your">your</span> <span word="tracks">tracks</span> <span word="by">by</span> <span word="the">the</span> <span word="glut">glut</span> <span word="of">of</span> <span word="options">options</span> <span word="available">available</span>. <span word="There">There</span> <span word="are">are</span> <span word="at">at</span> <span word="least">least</span> <span word="more">more</span> <span word="than">than</span> <span word="a">a</span> <span word="dozen">dozen</span> <span word="brands">brands</span>, <span word="each">each</span> <span word="one">one</span> <span word="presenting">presenting</span> <span word="several">several</span> <span word="different">different</span> <span word="specialties">specialties</span> <span word="of">of</span> <span word="cleaning">cleaning</span> <span word="ability">ability</span>: <span word="anti">anti</span>-<span word="cavity">cavity</span>, <span word="whitening">whitening</span>, <span word="better">better</span> <span word="breath">breath</span> <span word="and">and</span> <span word="healthier">healthier</span> <span word="gums">gums</span>. <span word="Add">Add</span> <span word="to">to</span> <span word="that">that</span> <span word="the">the</span> <span word="different">different</span> <span word="costs">costs</span>, <span word="flavors">flavors</span> <span word="and">and</span> <span word="colors">colors</span>, <span word="and">and</span> <span word="before">before</span> <span word="you">you</span> <span word="know">know</span> <span word="it">it</span>, <span word="an">an</span> <span word="employee">employee</span> <span word="is">is</span> <span word="asking">asking</span> <span word="you">you</span> <span word="to">to</span> <span word="make">make</span> <span word="your">your</span> <span word="way">way</span> <span word="to">to</span> <span word="the">the</span> <span word="registers">registers</span> <span word="so">so</span> <span word="the">the</span> <span word="store">store</span> <span word="can">can</span> <span word="close">close</span>.</p><p>如果你冲进杂货店去买一支牙膏，过多的选择很可能会让你停下来。至少有超过十二种品牌，每一种上都标注着几种清洁能力的不同特性：抗龋齿、美白、口气清新和健康牙龈。再加上不同的价格、味道和颜色，不知不觉中，商店里的雇员就催你去付款了，因为商品要关门了。</p><p><span word="But">But</span> <span word="it">it</span>'<span word="s">s</span> <span word="not">not</span> <span word="just">just</span> <span word="the">the</span> <span word="number">number</span> <span word="of">of</span> <span word="options">options</span> <span word="that">that</span> <span word="gives">gives</span> <span word="us">us</span> <span word="pause">pause</span> -- <span word="it">it</span>'<span word="s">s</span> <span word="the">the</span> <span word="amount">amount</span> <span word="of">of</span> <span word="information">information</span> <span word="each">each</span> <span word="option">option</span> <span word="has">has</span> <span word="that">that</span> <span word="trips">trips</span> <span word="us">us</span> <span word="up">up</span>, <span word="too">too</span>. <span word="Social">Social</span> <span word="scientist">scientist</span> <span word="Barry">Barry</span> <span word="Schwartz">Schwartz</span> <span word="interprets">interprets</span> <span word="research">research</span> <span word="on">on</span> <span word="the">the</span> <span word="subject">subject</span> <span word="to">to</span> <span word="mean">mean</span>, <span word="in">in</span> <span word="part">part</span>, <span word="that">that</span> <span word="an">an</span> <span word="abundance">abundance</span> <span word="of">of</span> <span word="choices">choices</span> <span word="and">and</span> <span word="information">information</span> <span word="may">may</span> <span word="make">make</span> <span word="us">us</span> <span word="falsely">falsely</span> <span word="believe">believe</span> <span word="that">that</span> <span word="the">the</span> <span word="stakes">stakes</span> <span word="are">are</span> <span word="higher">higher</span> <span word="than">than</span> <span word="they">they</span> <span word="really">really</span> <span word="are">are</span> <span word="regarding">regarding</span> <span word="the">the</span> <span word="outcome">outcome</span> <span word="of">of</span> <span word="our">our</span> <span word="decision">decision</span>.</p><p>但是，我们停下来并不仅仅是因为选择的数量太多——每种选择所带给我们的信息也占部分原因。社会科学家巴里-施瓦茨对相关的研究进行了解释，在某种程度上，大量的选择和信息使我们错误地高估了选错的风险。</p>
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