When two things have exactly the same advantages and exactly the same disadvantages , how does the brain at the very last moment decide which one to choose ?
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It could be something as simple as if the two decisions are positioned next to each other. Then you will probably choose the decision that lies on the side that you interpret as the correct side. Or it could be the name, or the time they were presented, etc. There will always be small differences that cause the brain to choose one over the other unless you chose rationally. Then you might be stuck not making a decision at all. Sometimes these small differences even make a larger impact than the important differences. A big part of marketing is to find these small details and utilize them to make something less valuable seem like the better alternative.
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