A person of “good character” was one who acted in accordance with the expectations of his community

Being a Sikh meant having to do what Mom and Dad said, and going to temple, and Mom and Dad choosing who I would marry. But going to an American school taught me that I was the one who's supposed to make those choices.

About 60% of the people stopped when we had 24 jams on display and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam. What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

People will make worse financial decisions for them if they're choosing from a lot of options than if they're choosing from a few options. If they have more options they're more likely to avoid stocks and put all their money in money market accounts, which doesn't even grow at the rate of inflation.

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.

It's always a thrilling experience to go into a place that offers you a lot of choice. You know it's like it reminds you of when you're a kid and you go to the amusement park and whether it be Disneyworld or Six Flags you know that thrilling moment when you first enter and you know you've got all these possibilities for the day and it's really a... it's a wonderful feeling.

Are you going to be able to shave your legs? Are you going to be able to get married? So it was constantly thinking about both choice in terms of possibilities - I mean because choice is the thing that is supposed to enable you to be whatever it is you want to be - and yet, at the same time you have to think about choice in terms of its limitations.