Claire White

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Support for Today Explained comes from Pepsi.

you may have seen the Pepsi Zero Sugar Super Bowl commercial, which highlights the Pepsi paradox, the idea that when labels and bias disappear, cola drinkers prefer the taste of Pepsi Zero Sugar over Coke Zero Sugar.

In a revival of the iconic Pepsi challenge, Vine taste tests reveal that 66% of participants said that Pepsi Zero Sugar tasted better than Coke Zero Sugar.

That got us thinking about other paradoxes, like the choice paradox, the idea that when you have more choices, the decision is actually harder to make.

Claire White is my colleague here at Vox.

Now, Claire, have you ever experienced the choice paradox?

It's almost like increasing the freedom of choice actually makes our decision harder.

It's actually a pretty common phenomenon.

Behavioral scientists have found that when we have too many options, sometimes what we take is just the ones that other people have chosen.

And once you make a decision, stick with it.

Totally.

But don't just believe us.

Go out and try Pepsi Zero Sugar yourself.

Let your taste decide.

I recently picked up a few more pieces of the Mongolian cashmere collection from Quints, the fisherman sweater and a cardigan.