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.

About the only time our gut can truly outperform our reason is if we truly have developed a kind of informed intuition. So that means the chess master or someone who has really thought about it and given themselves feedback on a particular activity for at least 10,000 hours or more.

So on the one hand in school you're teachers are constantly telling you that you can be whatever it is you want to be as long as you put your mind and heart to it, and yet at the same time I was also getting the clear message of, well, what can you do really?

You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.

I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.

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.

We make choices and are in turn made by them.