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What's more important, a decision with life-long consequences, like getting married or moving? Or a decision about what to have for lunch? New research finds that we might magnify a seemingly trivial decision's importance—if we find it difficult and we spend a lot of time making it.
像結婚或者搬家這樣影響一生的決定，和中午吃什么這樣的決定，哪個更重要？新的研究發(fā)現(xiàn)我們可能放大了看似瑣碎的決定的重要性——如果我們覺得很難做出決定，就會花很長時間來做這個決定。
In the study, volunteers chose between two flight options. One group was told the trip was long so it was important they chose the best option. The other group was told the trip was easy, so either option was fine. To manipulate the decision's difficulty the researchers presented the two options either in a readable type size or in a hard-to-see tiny size.
在實驗中讓志愿者在兩列航班中做出選擇。其中一組被告知旅途很長，做出最好的選擇很重要。另一組被告知旅途很短，每趟航班都是不錯的選擇。為了控制難度，研究人員分別以兩種字體呈現(xiàn)兩種航班選擇，一種是易于閱讀的字號，一種是很難看得見的小字號。
When deciding about the tough trip, the subjects spent just as long deliberating over the easy to read options as the hard to read options. But for the unimportant decision, participants spent significantly more time with the hard-to-read option. In fact this group spent even more time than either of the groups faced with the important decision.
面臨艱難旅途的那一組，研究對象在易讀和難讀的選擇上逗留的時間一樣長。但是面臨輕松選擇的那一組，參與者在難讀的選擇上花了大量時間。實際上，這組人花的時間比面臨艱難旅途的那一組更多。
And this extra time and effort led subjects to believe the decision was important, despite being told it was an easy trip and so an easy decision. The study will be published in the Journal of Consumer Research.
盡管被告知這次旅途很輕松，選擇很簡單，但是多余的時間和努力會讓對象們覺得這個決定很重要。這次研究將會刊登到《消費者研究》上。
So time equals difficulty, which then translates into importance, which leads to even more time spent deciding. The researchers call this predicament “decision quicksand.” Speaking of which, I think I'll have the BLT. Or maybe the chicken salad. Then again, the burger looks good…
那么時間與難度對等，難度也通常被解讀為重要性，重要性又會導致人們耗費更多時間來抉擇。研究人員稱這種困境為“抉擇困難的流沙”。說到這，我想我會選擇培根、生菜和番茄三明治，又或者是雞肉沙拉。又來了，漢堡包看起來也不錯......
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