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If you've ever dashed into the grocery store to pick up a tube of toothpaste, you've likely been stopped in your tracks by the glut of options available. There are at least more than a dozen brands, each one presenting several different specialties of cleaning ability: anti-cavity, whitening, better breath and healthier gums. Add to that the different costs, flavors and colors, and before you know it, an employee is asking you to make your way to the registers so the store can close. 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。 But it's not just the number of options that gives us pause -- it's the amount of information each option has that trips us up, too. Social scientist Barry Schwartz interprets research on the subject to mean, in part, that an abundance of choices and information may make us falsely believe that the stakes are higher than they really are regarding the outcome of our decision. 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。 | 
