You know, or three kinds of ice cream bars and you'd see this and like this... okay they could clearly benefit from some more choices and I remember having these discussions with the Japanese because they you know they often like to go to Hawaii for vacation because it was definitely much cheaper for them and I would ask them, "So when you go to Hawaii, you know do eat all these other things?"

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

So most of the time when we are confronted by more, rather than a few, choices we're often novices and so we don't really know how to differentiate these various options.

The quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves in a situation in which we're forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.

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.

Now to what...? How we teach people to make choices and the things they're going to make choices over - that is culturally learned.