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Say it's time to download a new game for your phone or tablet. What, out of the billions of choices out there, will you choose? Psychology pretty consistently tells us that when we have too many choices we look for strategies and heuristics for making those decisions easier. And what's more, much of this might happen with little to no conscious thought. Our brains have evolved to become really good at applying these kinds of decision-making rules and we tend to apply them automatically or let them be guided by gut instinct and emotion. In short, we develop an affinity for certain types of mobile games, and then we let that affinity drive our decision about what to play next. But how does this process work, and what are the different aspects of games that we develop affinity for? Can game designers measure these kinds of stated or internal preferences and use that information to market games to us or even decide what kinds of games to make? What are the potential costs and benefits of this kind of approach to the industry and to players? These are the kinds of questions that I will discuss with my guest expert on this episode of the podcast.  

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