Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.

We do the same thing in our own lives, embracing information that supports what we already prefer or vindicates choices we previously made.After all, it feels better to justify our opinions rather than challenge them, to contemplate only the pros and relegate the cons to the back of our minds. However, if we want to make the most of choice, we have to be willing to make ourselves uncomfortable. The question is, if we are willing, how exactly do we go about fortifying ourselves against these biases?

So gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even a few minutes from now. It just tells me how I'm feeling right now.

I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.

Well certainly not having any choice - having your entire life dictated by others.

We're born with the desire, but we don't really know how to choose. We don't know what our taste is, and we don't know what we are seeing.

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 we balance choice as possibility and choice as limitations?