NAUTILUS.- Sparkling or still water? Organic or conventional avocados? Four stars or three-and-a-half? The modern world sets loose upon us a barrage of choice in the consumer marketplace, while the Internet not only expands our consumption opportunities—giving us most of the world’s music in a smartphone app—it offers us myriad new chances to learn about the tastes, and distastes, of others.
For several years, leading up to the 2016 publication of my book You May Also Like: Taste in An Age of Endless Choice, I dove into the latest research on consumer behavior, via social science, psychology, and neuroscience. Now, to help you navigate the confusing landscape of endless choices, to choose wisely, more efficiently, and with greater self-awareness, I have distilled some of that research into the form of an advice column—though in this case I also supplied the questions, based on real questions that arose during my research, and which I have subsequently heard from friends and readers. TOM VANDERBILT
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