Information overload - The shopping example -

When we walk down the aisles of a supermarket, we get overwhelmed by the sheer variety of choices we have.
Shelves stacked with neatly arranged products, grouped by brand, price, and type.
In this jungle of goods, we need a shortcut to make a quick decision about our purchases for the day.
Since thoroughly studying each item that might interest us might take weeks, we use the price, the esthetics of the packaging or what our neigbhor's shopping list as an indicator of quality.
Higher prices, for example, could be used as a easy shortcut, but they don’t always translate to higher quality.
Expenses that have nothing to do with improving the quality of a product, like marketing for example, makes up a big chunk of the price.
We are also inclined to buy based on our previous purchases, leaning towards "familiar" goods.
Our ability to make choices, any choices, is a "habit muscle" that gets stronger by frequently taking decisions. The choices that we make are almost always based on skewed, inaccurate or insufficient data. The amount of information needed to make basic decisions such as picking a bag of potato chips of the shelf could take us years of investigation, from the origin of the potato, the nature of the soil on wich it grew, the condition of the factory in which it was produced and a myriad of other elements.

We usually make decisions, they we rationalize away our choices through, sometimes, very intricate and convoluted explanations.

Decisions and choices are just that, decisions and choices able to be challenged, corrected and altered