Imagine you’re at a restaurant with your love interest. There are candles, perhaps some Vivaldi.

The waiter appears to announce the wines on offer. He cocks an eyebrow and pouts his mouth as he opens the cabinet. Three bottles (but no prices) are revealed:

Sadly, you’re a savage who only drinks beer. Yet the waiter and your date are awaiting a decision. You can feel your cheeks burn, and a cold sweat is crawling upwards towards your neck. What bottle will you pick?

The old school claims that – confronted with a pro blem – you will gather information, identify the possible solutions, and choose the best option.

Yet there are multiple problems at your table right now:

  1. As a savage, you have limited information.
  2. People are You experience time pressure.
  3. Unsure if you want a cheap or a good wine, you have vague goals.
  4. The meals haven’t been chosen They produce changing conditions.
  5. You can’t Google the There are social expectations.

It’s the same with most decisions. People browsing solutions for their needs can suffer from one or more of the above. Therefore:

People tend to satisfice. That means choosing the first reasonable option.

Naturally, people tend to satisfice more in situations where:

  • They like a (You might pick a really memorable bottle.)
  • The cost of a ‘wrong’ choice is (Your fine physique will close out the night anyway.)
  • Weighing options does not improve your (It’s probably all good or all bad, given the quality of the restaurant.)

Let’s get back to your date. What bottle did you choose?

And what was your need when choosing the bottle?

  • To make an impression? Then you probably went for the Côte-de- Brouilly. Most readers associate its look with age, quality, and tradition.
  • To save some money? Then you probably choose the Wild The simple label reminds readers of bottom-shelf supermarket offerings.
  • To go risk-free? Then you probably choose the Le The bottle ticks all the boxes a decent wine should.

But no matter your need, you were forced to satisfice. That meant choosing the first reasonable option, depending on your need. And in doing so, you relied on the label – the brand – to make your choice.