We are often in society told to make decisions in one of two ways. We're either told "Use your gut, just go with how you feel about it and let that g….

When we speak of choice, what we mean is the ability to exercise control over ourselves and our environment. In order to choose, we must first percei….

A chess master can keep track of more choices than the number of stars in the galaxy within an instant, but these are people that have truly learned ….

It's always a thrilling experience to go into a place that offers you a lot of choice. You know it's like it reminds you of when you're a kid and you….

As we get older, we get better at choosing in ways that will make us happy. We do a better job at picking activities that make us happy, and at spend….

I pick what are my priorities and I limit those priorities to less than five in my life and really in those particular areas put in the energy to try….

If we ask for more and more material for the construction, i.e. more and more choice, we're likely to end up with a lot of combinations that don't do….

People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this stud….

I think that too ended up affecting a lot of the different research questions that I later asked was really was about well to what extent... How do w….

Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item..

The key to getting the most from choice is to be choosy about choosing..

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of ….

Balancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing..

What is freedom? Freedom is the right to choose: the right to create for oneself the alternatives of choice. Without the possibility of choice a man ….

So on the one hand in school you're teachers are constantly telling you that you can be whatever it is you want to be as long as you put your mind an….

In order to 'hold fast' to something, one must allow oneself to be held to something. That commitment may be one of the hardest things to practice in….

When people are given a moderate number of options (4 to 6) rather than a large number (20 to 30), they are more likely to make a choice, are more co….

The typical American reports making about 70 [choices] in a typical day..

You know if they said kindness or funniness was really most important to them then they will be more likely to say yes to the person that they though….

What leads us astray is confusing more choices with more control. Because it is not clear that the more choices you have the more in control you feel….

Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow..