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

My child's first word was "more," but and it's all about, "I want." "I'm going to tell you what I want and what I don't want." It's about my desire to express my preferences. And that is really innate.

You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.

If we ask for more and more material for the construction, i.e. more and more choice, we're likely to end up with a lot of combinations that don't do much for us or are far more complex than they need to be.

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.

The expansion of choice has become an explosion of choice.

I was living, growing up in a very traditional household and yet at the same time I was going to school in the United States where I was taught the importance of personal preference, so at home it was all about learning your duties and responsibilities whereas in school it was all about well you get to decide what you want you want to eat.