Decisions can be difficult. We often must choose the “best” option from a list of possible alternatives that each possess a unique set of advantages and disadvantages. When buying a car, for example, we will consider factors such as affordability, size, fuel efficiency, appearance, and quality. Rarely is there one alternative that clearly represents the strongest option for every criterion. Instead, we attempt to find an optimal choice that gives us the best mix of qualities based on those factors we deem most important. Continue reading →