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.

Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.

Being a Sikh meant having to do what Mom and Dad said, and going to temple, and Mom and Dad choosing who I would marry. But going to an American school taught me that I was the one who's supposed to make those choices.

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.

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.

The typical Walmart today offers you 100,000 products.

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.