, ▁in ▁dec iding ▁which ▁brand ▁of ▁prepared ▁food ▁is ▁most ▁nut rit ious , ▁a ▁sho pper ▁might ▁simply ▁choose ▁the ▁one ▁with ▁( for ▁example ) ▁the ▁lowest ▁amount ▁of ▁sugar , ▁rather ▁than ▁conduct ing ▁a ▁research ▁study ▁of ▁all ▁the ▁positive ▁and ▁negative ▁factors ▁in ▁nut r ition . ▁ ▁App lications ▁ ▁In ▁market ing ▁ ▁Mark eters ▁can ▁take ▁advantage ▁of ▁rational ▁ignor ance ▁by ▁increasing ▁the ▁complexity ▁of ▁a ▁decision . ▁ ▁If ▁the ▁difference ▁in ▁value ▁between ▁a ▁quality ▁product ▁and ▁a ▁poor ▁product ▁is ▁less ▁than ▁the ▁cost ▁to ▁perform ▁the ▁research ▁necessary ▁to ▁differenti ate ▁between ▁them , ▁then ▁it ▁is ▁more ▁rational ▁for ▁a ▁consumer ▁to ▁just ▁take ▁his ▁ch ances ▁on ▁wh iche ver ▁of ▁the ▁two ▁is ▁more ▁convenient ▁and ▁available . ▁ ▁Thus , ▁it ▁is ▁in ▁the ▁interest ▁of ▁the ▁producer ▁of ▁a ▁lower ▁value ▁product ▁to ▁pro l ifer ate ▁features , ▁options , ▁and ▁package ▁combinations ▁which ▁will ▁tend ▁to ▁increase ▁the ▁number ▁of ▁sh opp ers ▁who ▁decide ▁it ' s ▁too ▁much ▁trouble ▁to ▁make ▁an ▁informed ▁decision . ▁ ▁In ▁politics ▁ ▁Polit ics ▁and ▁elections ▁especially ▁display ▁the ▁same ▁dynamic . ▁ ▁By ▁increasing ▁the ▁number ▁of ▁issues ▁that ▁a ▁person ▁needs ▁to ▁consider ▁to ▁make ▁a ▁rational ▁decision ▁about ▁candidates ▁or ▁policies , ▁polit icians ▁and ▁p und its ▁encou rage ▁single - issue ▁voting , ▁party - line ▁voting , ▁j ingo ism , ▁s elling ▁votes , ▁or ▁d