Think of the last book that you read, restaurant you ate at, or movie that you watched. What do each of these seemingly unrelated events have in common? All three were likely influenced by friends, family members, or colleagues. More important decisions, such as what neighborhood to live in, what school to send our children to, or who to have as a family doctor, are all similarly influenced. Both the mundane and important decisions of our lives are strongly affected by a process kno…

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