The downside of deliberating
Consider the following experiment: Two groups of college students are instructed to taste identical jellybeans and rate the flavors. Participants in one group are told to record their initial reactions. Those in the second group are told to think hard before rating the flavors and then to explain their choices in writing.
Forty minutes later, the experiment is repeated to see which group is likeliest to change their preferences. It makes sense that the students who put the most thought into their decisions will stand pat, right? Instead, Loran F. Nordgren, an assistant professor of Management and Organizations, and Ap Dijksterhuis, a professor at Radbound University in the Netherlands, found just the opposite. Turns out, too much analysis leads to inconsistent decisions.