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How many different shoes can you design on NIKEiD? NikeID allows users to customize a pair of shoes before buying them. While some people think technologies like this allow shoppers to find the perfect shoe, others aren’t so sure.

Students use tree diagrams to determine the total number of design combinations that are possible on NikeID and discuss the psychological impact of having billions of options to choose from.

- The “paradox of choice” is the phenomenon by which more choice – often assumed to always be better than less choice in western societies – can lead to less happiness, less satisfaction, and a harder time making a decision in the first place.
- To please consumers, companies may take into account what customers think they want and what they actually want.

- Apply the fundamental counting principle to determine the total number of outcomes in a real-world context