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But an increase in choice has not seen more women taking to the roads.
For instance, the huge increase in choice makes certain brands more valuable, not less.
There's another problem with choice: it can be more apparent than real – that is, a seeming increase in choice masks the fact that you're paying more for the same stuff you had before.
Cleveland's voucher scheme has led to the founding of new schools, free from the dead hand of school-board bureaucracy, offering poor families a real increase in choice (see article).
And we had not significantly added or changed our service over that period, so we do see the correlation between messaging and an increase in choice ridership," he added.
That's quite an increase in choice for consumers.
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According to the cognitive theory of choice complexity, that feeling of load multiplies with each incremental increase in choices and decisions having to be made.
Nielsen reports that despite the increase in choices and time spent within apps, the number of apps used is holding relatively constant (averaging about 27 per month).
Although the birds trained on the sixth position showed an increase in choices to the sixth position from the right, this was not significantly different from chance (mean ± s.e.m.: 19.000 ± 6.782, t(4) = 1.881, p = 0.133).
Since the early 1990s there has been a sharp decline in the popularity of general practice, particularly among men, and an increase in the popularity of the surgical specialties; the increase in choices for ophthalmology may in part reflect these broader trends.
Injection of cholinergic antagonists produced decreases in percentage of correct responses, which were systematically associated with significant increases in choice latencies.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com