I mean we know that some choice makes you better off than no choice. Now do we get better off if we go from a lot of choice versus a few choices? And there I think the answer is much, much, much more complicated.

I do think that there are cultural differences in the extent to which we value having more and more 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.

We make choices and are in turn made by them.

Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.

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