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.

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.

You know, like, none of us would choose - no matter where we are in the world - would choose to you know become a member of Orwell's "Nineteen Eighty-Four" world, but how much choice is really the question.

We also don't always know what we want. And in those cases it can actually make us worse off because it's actually easier to figure out what you want and to figure out how the options differ if you have about a handful of them than if you have a hundred of them.

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 either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?

The typical Walmart today offers you 100,000 products.