In our modern, affluent society, we constantly face multiple – even myriad – options to choose from, be it a career path or breakfast cereal. Of course we want to choose the best one for ourselves. But the analysis this requires isn’t only extremely time-consuming, it’s often impossible. “The human mind just doesn’t have enough capacity to do that,” Valerie Reyna, a professor and co-director of the Center for Behavioral Economics and Decision Research at Cornell University, says in a recent article by the Washington Post (WaPo) newspaper. People often make decisions in one of two ways: maximiz…