http://www.gsb.stanford.edu/news/research/uzma-khan-making-hard-choices-easier-customers?utm_source=Stanford+Business+Re%3AThink&utm_campaign=7ce89c4c3e-Re_Think_Issue_Twenty8_11_2013test&utm_medium=email&utm_term=0_0b5214e34b-7ce89c4c3e-73661621&ct=t(Re_Think_Issue_Twenty8_11_2013test)