By weedhorn at weedhorn.com
In his fascinating book, House Lust, Daniel McGinn notes that market researchers use the termmaximum-use imperative to describe the fact that people will often buy something to accommodate a use that they need only rarely. So, for example, you might look for a house, or a dining room table, that’s big enough to seat your entire family when it’s your turn to host Christmas dinner, even though you have a family of four that’s dwarfed by that size.
Along the same lines, I’ve noticed that when making decisions, I tend to give too much thought to what I do once in a while and not enough weight to what I do every day. For example, I wear running shoes 29 days out of 30 days a month, yet I have three pairs of black flats and only one pair of running shoes.
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