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How to choose among presidential candidates you don't particularly like

This election season, we're finding out that some choices are indeed tougher than others. Say you're a die-hard Kucinich supporter or a Republican but now find yourself for practical reasons having to choose between Hillary and Obama. A new study from the February issue of the Journal of Consumer Research reveals that sometimes asking people to "reject" an option -- rather than “choose” an option -- makes it easier for consumers to decide among options that they don't particularly like.

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