Does living by consistent rules produce better results — even if those rules produce bad choices?

Gossner and Kuzmics conclude that people who stand by consistent rules when making decisions do better in the long run. In other words, the Pepsi- or Coke-drinker will succeed over the person who randomly grabs one or the other off the shelf—assuming that the Pepsi- or Coke-drinker applies such strong preferences to other matters in their lives as well. Even making a poor choice according to a rule, they say, could be a good move in the end.

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