Choice Is The Only Tool We Have

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.

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.

People Don't Put As Much Of An Emphasis In Expanding Their Choices, So That, You Know, One Of The Things That I Learned When I Was In Japan Way Back In The 1990's And There Were All These Quarrels Happening Between The U.s. And Japan About Allowing More American Products Into The Japanese Market.

I Mean It Wasn't That They Sat Around Thinking Oh Gosh I Needed More Choices In My Grocery Stores The Way I Had Come To Think About It As An American Growing Up.

It's Always A Thrilling Experience To Go Into A Place That Offers You A Lot Of Choice. You Know It's Like It Reminds You Of When You're A Kid And You Go To The Amusement Park And Whether It Be Disneyworld Or Six Flags You Know That Thrilling Moment When You First Enter And You Know You've Got All These Possibilities For The Day And It's Really A... It's A Wonderful Feeling.