Cognitive load and the convenience problem
Why do smart people trade away so much money and freedom for just a little convenience?
We do it all the time. We take the easy path, the simple shortcut or the long-term bad deal simply because it feels easier.
The reason? Thinking is not worth the hassle.
Cognitive load overwhelms us. Too many choices. The stakes feel too high. Every day, we make 1,000 times as many different decisions as our cavemen ancestors did. We’re exhausted from all the decisions, and more than that, from the narrative we have about making them poorly.
Over the years, marketers have offered us one wonder or another in exchange for just a little cognitive load. And those promises have often been empty. Not worth the hassle.
So now, we’ll press the re-order button like a pigeon in a lab. It’s easier.
If you want people to stop and think, you’ll need to do two things: Make a very big promise… and then keep it.
…
You're getting this note because you subscribed to Seth Godin's blog. Don't want to get this email anymore? Click the link below to unsubscribe.
For the third time in a week, a House Republican on Thursday blocked a bipartisan $19.1 billion disaster aid bill. 
Toronto forward Pascal Siakam ignited the Raptors with an impressive performance during the third quarter in Game 1 of the NBA Finals on Thursday night. 
Canadian rap artist Drake trolled Stephen Curry and the Golden State Warriors before Game 1 of the NBA Finals on Thursday night. 
Boston Bruins defenseman Matt Grzelcyk is in the concussion protocol and won't travel with the team for Game 3 of the Stanley Cup Final against the St. Louis Blues. 
Houston Rockets head coach Mike D'Antoni ended talks with the organization about a contract extension Thursday. 
President Donald Trump on Thursday imposed a 5 percent tariff on all Mexican goods in retribution for what he described as the country's "passive cooperation" in allowing an influx of migrants to cross the border illegal 
MTV unveiled the cast for the eighth season of its reality dating show "Are You the One?" Wednesday, exclusively featuring sexually fluid individuals. 
Louisiana Gov. John Bel Edwards signed one of the nation's most restrictive abortion bills into law, essentially banning the procedure after the sixth week of pregnancy. 
Russian President Vladimir Putin moved Thursday to remove the country from a nuclear arms control treaty that has been active since the end of the Cold War. 
Nevada Gov. Steve Sisolak on Thursday vetoed legislation that would have given all the state's electoral votes to the presidential candidate who wins the national popular vote. 
The Seattle Seahawks are suing former draft choice Malik McDowell for his alleged failure to repay close to $800,000 in bonus money. 
Defending champion Simona Halep needed a late comeback to move past Poland's Magda Linette for a 6-4, 5-7, 6-3 win in the French Open. 
White House senior adviser Jared Kushner met Thursday with Israeli Prime Minister Benjamin Netanyahu to push for economic talk tied to Middle East peace deal. 
The CDC reports that measles cases in the United States have hit a high of 971, shattering the 943 cases in 1994 to be the highest number in 25 years -- and it comes barely halfway into the year. 
New research suggests northern and central Asia may have hosted early human migrations between 50,000 and 30,000 years ago. 
Oshkosh Defense said Thursday that the U.S. Army has awarded it and a partner a $13.3 million contract to produce a semitrailer for heavy equipment transporter. 
Prosecutors in Cook County, Ill., filed 11 new charges related to sexual assault against singer R. Kelly, who could face up to 30 years in prison if convicted, court documents revealed Thursday. 
A man enjoying the view from his Florida vacation condo captured video of an oblivious swimmer being circled by a shark. 
Narendra Modi was sworn in for his second term as India's prime minister Thursday after a landslide victory last week for his Bharatiya Janata Party. 
Researchers have linked popular drugs like Prevacid, Prilosec, Nexium and other proton pump inhibitors to a higher risk of death by cardiovascular and chronic kidney disease, as well as upper gastrointestinal cancer. 
A Maryland man who won a $50,000 from the state lottery's Cash 5 game said he has been playing the same numbers for nearly a decade. 
Students from around the United States compete in the Scripps National Spelling Bee on May 28, 2019 in Oxon Hill, Md. 
The New Hampshire Senate on Thursday voted to override a gubernatorial veto of a repeal of the death penalty in the state. 
