ABSTRACT
Sometimes we ask our students whether they would prefer a difficult question or an easy one. The first time that happens, the answers are unanimous: an easy one. The easy question is: given three brand categories, let’s say favorite, indifferent, and unknown, why do decisions about which is preferred take significantly different times? This was an easy question to put, but the paradox is usually that easy questions have long and complex answers, if they have answers at all.
