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Issue 14

For most of us it is difficult to imagine that we could decide to buy a v-neck sweater and end up with round-neck collar without even noticing the difference. If this happened in a wide variety of situations, it would mean that we are often not fully aware of the decisions we make. According to researchers studying a phenomenon called choice blindness, this is precisely the case.

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On September 9, 2009, Dr. Sapandeep Sahni hanged herself after her pregnancy test came out negative for the fourth time. She had a daughter, but she and her family desired for her to have a son. It was culturally important. Otherwise, Dr. Sahni’s life could be seen as a success: she held a relatively prestigious job (a general practitioner), was planning to become an eye specialist, was popular with colleagues and patients alike, and was well off, living in a comfortable house (Schlesinger, 2010). However, this one particular failure seems to have led her to end her days.

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Physical appearance is one of the primary cues for individuals living in a society guided by a vast “sexual market” (Baumeister & Vohs, 2004). Physical appearance also influences people’s achievements in areas that are not directly related to the sexual domain, such as their career (e.g., Register & Williams, 1990) or their educational success (e.g., Crandall, 1991, 1995).

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