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Start-up companies now meet with investors, pregnant couples interact with doulas, and homeless dogs court potential owners, all using the speed-dating format.

After the event is over, the daters submit to the event’s organizers the names of the individuals they would like to see again.

A study in 2008 by Lenton and Barbara Fasolo of the London School of Economics and Political Science indicates that participants often misjudge how the number of options available to them will affect their feelings.

Participants presented with a broad array of potential partners more closely aligned with their anticipated ideal did not experience greater emotional satisfaction than when presented with fewer options.

In essence, heuristics are ingrained rules of thumb that allow us to save effort by ignoring some of the information available to us when we evaluate our options.

For example, in those events with a relatively large number of participants, the researchers discovered that people attend predominantly to easily accessible features, such as age, height, physical attractiveness, and so forth, rather than clues that are harder to observe, for example, occupation and educational achievement.

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