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….

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….

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 ….

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….

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 ….

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….

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….

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….

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….

Choosing is a creative process, one through which we construct our environment, our lives, ourselves..

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

I was living, growing up in a very traditional household and yet at the same time I was going to school in the United States where I was taught the i….

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….

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….

We have the ability to create choice by altering our interpretations of the world..

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 ….

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

Choice is more than picking 'x' over 'y.' It is a responsibility to separate the meaningful and the uplifting from the trivial and the disheartening.….

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

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….

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….