The typical Walmart today offers you 100,000 products.

I do think that there are cultural differences in the extent to which we value having more and more choice.

I mean can you walk to school on your own? Can you study science? Can you study math? Can you go to a normal school? Do you need to go to a special school? What is going to become of you when you grow up? Are you going to have to live on social security and SSI?

Once the jazz musician learns all the fundamentals they can keep track of a lot of choices in an instant.

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.

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.

In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.