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.
Sheena IyengarBalancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.
Sheena IyengarLike, people are less likely to invest in their retirement when they have more options in their 401K plans than when they have fewer.
Sheena IyengarAlso if they choose from more options than fewer options they're less satisfied with what they choose and that is true whether they're choosing chocolates or which job offer to accept.
Sheena Iyengar