What's interesting is that the way we go about finding our marriage partners today is quite different from the way it used to be in this culture.

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?

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 study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

About the only time our gut can truly outperform our reason is if we truly have developed a kind of informed intuition. So that means the chess master or someone who has really thought about it and given themselves feedback on a particular activity for at least 10,000 hours or more.

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.

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

You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.