Like, people are less likely to invest in their retirement when they have more options in their 401K plans than when they have fewer.

Also if they choose from more options than fewer options they're less satisfied with what they choose and that is true whether they're choosing chocolates or which job offer to accept.

In order to 'hold fast' to something, one must allow oneself to be held to something. That commitment may be one of the hardest things to practice in a world of so much choice.

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.

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

As we get older, we get better at choosing in ways that will make us happy. We do a better job at picking activities that make us happy, and at spending time with people who make us happy. We're also better at letting things go.

One day I went to the manager and I asked him whether his model was working and he said, "Well, haven't you seen how many customers we have in this store?" And yes indeed I had. I mean it was definitely attracting a lot of customers, even attracting tourist buses that would land up at this store and people would go through the store and marvel at all the options, even sometimes take photographs of the various aisles.