Gossner and Kuzmics conclude that people who stand by consistent rules when making decisions do better in the long run. In other words, the Pepsi- or Coke-drinker will succeed over the person who randomly grabs one or the other off the shelf—assuming that the Pepsi- or Coke-drinker applies such strong preferences to other matters in their lives as well. Even making a poor choice according to a rule, they say, could be a good move in the end.
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