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

What we share with animals is a desire for choice. It's a desire to have control over our life and a desire to live and use choice as a way in which we can facilitate our ability to live and that is something we really were born with.

The expansion of choice has become an explosion of choice.

Then, the other thing that affected my interest in choices growing up was the fact that I was going blind and that meant that there were lots of questions that constantly kept arising about how much choices I actually could have.

Now if you expand their choice set. Say you give them 20 different speed dates, everything goes out the window. Everybody starts choosing in accordance with looks because that becomes the easiest criteria by which to weed out all the options and decide "So who am I going to say yes to?"

When I do have choice I try to be very picky about... or shall I say choosey about when I choose. I don't automatically decide that I must be the one to choose or that it's important for me to make every choice in my life.

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?