Psychological research suggests (1) narrowing down to a series of binary choices: Japanese or American brand? Japanese Honda or Toyota? Honda. SUV or car? C

Psychological research suggests (1) narrowing down to a series of binary choices: Japanese or American brand? Japanese Honda or Toyota? Honda. SUV or car? Car Civic or Accord? Accord Used or new? New Red or black? Red (2) Decisions are emotional, not just logical. Look at http://en.wikipedia.org/wiki/Emotions_in_decision-making http://en.wikipedia.org/wiki/Emotions_in_decision-making. A good example of this is people who experience damage to their prefrontal cortex. Not only do they experience changes to their emotions, they are unable to make decisions, deliberating extremely long for the simplest things. http://brain.oxfordjournals.org/content/125/3/624.abstract http://brain.oxfordjournals.org/content/125/3/624.abstract