Consumers Presented With Six Choices On An

We Have The Ability To Create Choice By Altering Our Interpretations Of The World.

The Saying Goes That History Repeats Itself; Personal Histories Do The Same. We Can Gather The Lessons Of Others' Lives Through Observation, Conversation, And By Seeking Advice. We Can Use The Automatic System To Find Out Who The Happy People Are, And The Reflective System To Evaluate How They Got To Be That Way. Pursuing Happiness Need Not Be A Lonely Endeavor. In Fact, Throwing In Our Lot With Others May Be A Very Good Way Of Coping With The Disappointments Of Choice.

What Leads Us Astray Is Confusing More Choices With More Control. Because It Is Not Clear That The More Choices You Have The More In Control You Feel. We Have More Choices Than We've Ever Had Before.

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.

People Were Actually 6 Times More Likely To Buy A Jar Of Jam If They Had Encountered 6 Than If They Encountered 24, So What We Learned From This Study Was That While People Were More Attracted To Having More Options, That's What Sort Of Got Them In The Door Or Got Them To Think About Jam, When It Came To Choosing Time They Were Actually Less Likely To Make A Choice If They Had More To Choose From Than If They Had Fewer To Choose From.