Imagine you are writing your thesis, and at the moment you want to save it on your USB stick, it crashes. As it is crucial to create a backup copy of your thesis, you start searching the Internet for a new USB stick. When you enter a particular retailer’s website, the following alternatives are shown:

As you are provided with 5 different USB sticks, you now have to make a decision on which USB stick you prefer. Most likely, you will start by reading their product descriptions in order to make the best decision. However, after reading the different product descriptions, you are faced with the following dilemma: are you going to purchase the most preferred USB stick that was presented to you? Or are you going to continue your search for another (yet unrevealed and maybe better) USB stick?

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