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.

I've done a number of studies with speed dating and Match.com and what's interesting is that you know we still walk into a speed dating event, you know, thinking about what it is we're looking for in a mate and so you ask people, like women will say "I'm looking for somebody who is really kind and sincere and smart and funny."

The typical Walmart today offers you 100,000 products.

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.

They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

What we share with animals is a desire for choice. It's a desire to have control over our life and a desire to live and use choice as a way in which we can facilitate our ability to live and that is something we really were born with.

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