You know if they said kindness or funniness was really most important to them then they will be more likely to say yes to the person that they thought was kind and funny.

Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.

One could even argue that we have a duty to create and pass on stories about choice because once a person knows such stories, they can't be taken away from him. He may lose his possessions, his home, his loved ones, but if he holds on to a story about choice, he retains the ability to practice choice.

The phantasmagoria, the actual experience that we try to understand and organize through narrative, varies from place to place. No single narrative serves the needs of everyone everywhere.

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 mean we might even go to war as to whether we love Coke or Pepsi and our whole identity is wrapped up in that choice. You know, for the Russians they felt that these minor differences between these various sodas was just hyped up and irrelevant.

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