Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.

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.

Well certainly not having any choice - having your entire life dictated by others.

People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

What is freedom? Freedom is the right to choose: the right to create for oneself the alternatives of choice. Without the possibility of choice a man is not a man but a member, an instrument, a thing. —Archibald MacLeish

The expansion of choice has become an explosion of choice.

So gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even a few minutes from now. It just tells me how I'm feeling right now.