People will make worse financial decisions for them if they're choosing from a lot of options than if they're choosing from a few options. If they have more options they're more likely to avoid stocks and put all their money in money market accounts, which doesn't even grow at the rate of inflation.

I went home and they seemed... my parents seemed normal. They didn't seem to feel like somehow they had been victims of some Nazi camp or something.

We make choices and are in turn made by them.

We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?

What's interesting is that the way we go about finding our marriage partners today is quite different from the way it used to be in this culture.

They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

We also don't always know what we want. And in those cases it can actually make us worse off because it's actually easier to figure out what you want and to figure out how the options differ if you have about a handful of them than if you have a hundred of them.