Scientists have figured out why we often choose the familiar option instead of the better one

Scientists have found that simply repeating a choice changes our preferences: the familiar option begins to seem better than alternatives — even when objectively superior options exist. The study was published in the journal Communications Psychology.

The research was conducted by a team led by Ben Wagner and Professor Stefan Kiebel from the Technical University of Dresden. The scientists analyzed 15 datasets — nine they collected themselves, six were taken from previous studies — involving more than 700 participants. It turned out that options chosen more frequently were not only preferred by people but also rated as objectively better.

According to the authors, the brain conserves effort and, instead of weighing the pros and cons anew each time, relies on memories of past experience. A choice already made serves as a convenient "shortcut" that substitutes for logical comparison of options.

This helps explain a multitude of seemingly irrational habits — from purchasing the same products to persistent daily routines that persist even when better options are available. The findings, the researchers note, are important for psychology, behavioral sciences, and the design of environments in which people make choices.