I think of choosing as a... both a fun and an effortful activity and I think of choice as something that in order for you to really get what you want out of it you have to put a lot into it and so I'm only willing to do that for a few different things and for the rest I really just try to either satisfy, come up with a simple rule or let somebody else make the choice.
Sheena IyengarMost 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.
Sheena IyengarIt's easy to assume people are conforming when we witness them all choosing the same option, but when we choose that very option ourselves, we have no shortage of perfectly good reasons for why we just happen to be doing the same thing as those other people; they mindlessly conform, but we mindfully choose. This doesn't mean that we're all conformists in denial. It means that we regularly fail to recognize that others' thoughts and behaviors are just as complex and varied as our own. Rather than being alone in a crowd of sheep, we're all individuals in sheep's clothing.
Sheena Iyengar