Ok… before the flames start… nobody’s saying that categories are useless, just the opposite. And it’s not saying that “useful” categories are no better. But it’s still a fascinating insight… From the Frontal Cortex blog:

“Now Iyengar has published a new study showing that one way to combat the effects of excessive choice is to group items into categories. It turns out that even useless categories make people happier with their choices.”