Know Your Nuggets: Choice Overload

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Beer bars are all the rage. Perhaps you’ve experienced actual rage yourself, the last time you saw someone approach a highly trained beertender and ask this simple question: “What’s good?”

Maybe there was even an audible gasp in the bar. Egads! Inevitably, the beertender escalated the situation with a “Well, what do you like?” Then patrons looked on in horror, waiting impatiently behind this traffic jam at the bar. Mercifully, the cringeworthy exchange only ended when the newbie finally walking away with a beer he or she probably ended up hating.

Nobody’s happy – new customers, old customers, the bar owner. But it happens all the time. Think about the last time you walked into an unfamiliar place that offered 40, 50, 75, even 100 types of draft beer, many from small breweries you’ve never heard of. Faced with so many choices, you likely did what most people do: You froze. Or you sheepishly asked, “What’s your favorite?” Or you ordered the first beer on the menu. Or what the person before you had. Or you went simple, and asked for something like “The hoppy-est IPA you have.” Or, Heaven forbid, you asked for a Budweiser.

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About Bob Sullivan 1431 Articles
BOB SULLIVAN is a veteran journalist and the author of four books, including the 2008 New York Times Best-Seller, Gotcha Capitalism, and the 2010 New York Times Best Seller, Stop Getting Ripped Off! His latest, The Plateau Effect, was published in 2013, and as a paperback, called Getting Unstuck in 2014. He has won the Society of Professional Journalists prestigious Public Service award, a Peabody award, and The Consumer Federation of America Betty Furness award, and been given Consumer Action’s Consumer Excellence Award.

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