This Blog entry from Psychology makes the excellent point that you must be careful when making choices among options presented one at a time. According to a cited recent paper based on people choosing among sampled wines, "There is an overwhelming tendency for people to pick either the first or the last of the items in the sequence." Also, the more inexperienced tasters tended to choose the first wine tasted much more often.
Being aware of such bias is obviously very important if you want to make the best decisions possible. It's tough enough to choose among similar options without dealing with your own thumb on the scales.
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