They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.

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 much for us or are far more complex than they need to be.

You know, whether it be humans or animals. So even humans - before we can speak or we can understand a baby's cognition - they're already showing us signs that they want choice.

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 to make good choices.

The quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves in a situation in which we're forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.

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 thought was kind and funny.