About 60% of the people stopped when we had 24 jams on display and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam. What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

I mean we know that some choice makes you better off than no choice. Now do we get better off if we go from a lot of choice versus a few choices? And there I think the answer is much, much, much more complicated.

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.

In America we tell our parents to bring their child home and put him or her in a crib; as they get older, children sleep in they own room not in Mom and Dad's room. What are we training them for? It's independence, because that's what being empowered is all about.

I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One choice? I gave you Coke, Pepsi, Ginger Ale, Sprite. They saw that as one choice. Now why was that one choice? Because they felt, well, it was just all soda.

I think of choosing as a... both a fun and an effortful activity and I think of choice as something that in order for you to really get what you want out of it you have to put a lot into it and so I'm only willing to do that for a few different things and for the rest I really just try to either satisfy, come up with a simple rule or let somebody else make the choice.

About the only question that we would say and this is a big one in our lives that we would say you don't just use pure reason to decide the answer to is anything that affects your happiness, because then gut and reason answer very different questions. So gut tells you "How do I feel about this right now?"