Dr Yaniv Hanoch is a Professor in Decision Science at Southampton Business School.
He has spent his career looking at decision making and risk-taking across the lifespan and across domains.
His latest research looks at the thousands of decisions we make every day, like choosing what to wear or whether to have cereal or toast for breakfast.
Dr Hanoch says contrary to belief, having fewer choices is better than having more.
And even with less choice there is often emotion attached to the process.
He tells Sunday Morning about strategies to help us make better decisions that are more maximising and satisfying.
Photo: FANATIC STUDIO/GARY WATERS/SCIEN
