I think of choosing as a... both a fun and an effortful activity and I think of choice as something that in order for you to really get what you want out of it you have to put a lot into it and so I'm only willing to do that for a few different things and for the rest I really just try to either satisfy, come up with a simple rule or let somebody else make the choice.

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 first thing we looked at, in what case were people more likely to be attracted to the jar or jam, so in which case are people more likely to stop when they saw the display of jams and what we found was that more people stopped when there were 24 jams.

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.

We have the ability to create choice by altering our interpretations of the world.

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

I went home and they seemed... my parents seemed normal. They didn't seem to feel like somehow they had been victims of some Nazi camp or something.