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

I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.

We make choices and are in turn made by them.

[Americans] think that choice, as seen through the American lens, best fulfills an innate and universal desire for choice in all humans. Unfortunately, these beliefs are based on assumptions that don't always hold true in many countries, in many cultures.

I mean can you walk to school on your own? Can you study science? Can you study math? Can you go to a normal school? Do you need to go to a special school? What is going to become of you when you grow up? Are you going to have to live on social security and SSI?

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

Balancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.