One of the mental tricks I do against this effect is that I think of the choice as a repeated one. For example if I’m buying ice-cream and I have to choose 1 fl

One of the mental tricks I do against this effect is that I think of the choice as a repeated one. For example if I’m buying ice-cream and I have to choose 1 flavour out of 5 approximately equal options it is too easy to think that I have to choose the “best” and “most optimal” one. But in reality this is not the one and only time I will eat ice-cream. I can just buy one out of the many desireable ones today, and buy a different one next time. That way eventually I will eat all the favs, or I will learn some new information and realise that some are actually more or less desireable than I have thought.