Like all of us, Homer is a 'cognitive miser'. We don't like thinking - deliberative thinking is hard and difficult.
Humans make less than perfectly thought out decisions all the time, intuitively, emotionally, effortlessly and quickly. We're good at it - it's why we have survived.
If you give people a choice of three things on a menu, they will choose in the middle. Online clothing retailers exploit this brilliantly.Read More