Choosing is a creative process, one through which we construct our environment, our lives, ourselves.

We began to look at "Why is that?" And a large part of that has to do with the fact that when people have a lot of options to choose from they don't know how to tell them apart. They don't know how to keep track of them.

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

In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.

The phantasmagoria, the actual experience that we try to understand and organize through narrative, varies from place to place. No single narrative serves the needs of everyone everywhere.

We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.

The expansion of choice has become an explosion of choice.