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.

We make choices and are in turn made by them.

If you have the feeling of choice, if you feel free, you will be better off. And when I say better off I mean that if people feel they have control over their lives, they call in for fewer sick days from work. They have a lesser probability of having a heart attack or stroke. They live longer. They're happier.

Also if they choose from more options than fewer options they're less satisfied with what they choose and that is true whether they're choosing chocolates or which job offer to accept.

The typical Walmart today offers you 100,000 products.

When we speak of choice, what we mean is the ability to exercise control over ourselves and our environment. In order to choose, we must first perceive that control is possible.

The typical American reports making about 70 [choices] in a typical day.