A chess master can keep track of more choices than the number of stars in the galaxy within an instant, but these are people that have truly learned and mastered the choices that they have and how to deal with those choices over a very, very long period of training, so essentially what they're really doing is ruling out all the irrelevant choices and only zeroing in on the most relevant, useful choices at the moment.
Sheena IyengarIn reality, many choices are between things that are not that much different. The value of choice depends on our ability to perceive differences between the options.
Sheena IyengarThe first thing we looked at, in what case were people more likely to be attracted to the jar or jam, so in which case are people more likely to stop when they saw the display of jams and what we found was that more people stopped when there were 24 jams.
Sheena IyengarNow to what...? How we teach people to make choices and the things they're going to make choices over - that is culturally learned.
Sheena Iyengar