The peanut butter aisle of a major grocery store presents the average shopper with a great moral dilemma. From the wide variety of options available, how does one select which jar of peanut butter to purchase? The discerning shopper has to be able to select between multiple brands and different price points. Furthermore, the all-important crunchy or creamy decision needs to be made. As the shopper makes his or her final choice, other factors must