It’s just a typical example of a modal morning visit to a coffee shop on a workday. In fact someone reacted to this article via Twitter, relating a recent experience where he was serving behind a bar, where there were two beers on offer. Many people came up asking for a beer, and when he remarked there were two options, they invariable said they didn’t care, just give me a beer already. It’s Iyengar’s example anyway, but I concur with her.

Oh and, s/mochachino/mochaccino/ — the [tch] sound in Italian is rendered by a double ‘c’, when followed by an ‘e’ or an ‘i’. :-)

Accidental behavioural economist in search of wisdom. Uses insights from (behavioural) economics in organization development. On Twitter as @koenfucius