A clear right answer and the opportunity to change the options? This is the chooser’s dream.

[Americans] think that choice, as seen through the American lens, best fulfills an innate and universal desire for choice in all humans. Unfortunately, these beliefs are based on assumptions that don't always hold true in many countries, in many cultures.

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.

I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.

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.

The typical American reports making about 70 [choices] in a typical day.

Are you going to be able to shave your legs? Are you going to be able to get married? So it was constantly thinking about both choice in terms of possibilities - I mean because choice is the thing that is supposed to enable you to be whatever it is you want to be - and yet, at the same time you have to think about choice in terms of its limitations.