We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.

You know, whether it be humans or animals. So even humans - before we can speak or we can understand a baby's cognition - they're already showing us signs that they want choice.

We are often in society told to make decisions in one of two ways. We're either told "Use your gut, just go with how you feel about it and let that guide you," or we're told to use reason - some very deliberative methodical process of pros and cons and really thinking it through.

The 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.

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.

We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.

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