We live in a world full of options: 50 different kinds of cereal, hundreds of iPhone apps.

But a new study has found that people consistently choose the options that are thrown at us first.

Dana Carney did the study; she’s at the University of California Berkeley’s Haas School of Business. She’s here to talk with us for today’s Mid-day Extra.

She says that while it is unclear if this trend is recent or comes from deep-seated human needs going back centuries. But, it is something that both consumers and companies should be aware of.