Discover how our choices are shaped by many different forces

Our choices-both mundane and momentous-are shaped by many different forces, visible and invisible.

The value of choice depends on our ability to perceive differences between the options. A number of studies have shown that when you give people 10 or more options when they're making a choice, they make poorer decisions, whether it be health care, investment, other critical areas. Yet still, many of us believe that we should make all our own choices and seek out even more of them.


"All humans share a basic need and desire for choice, we don't all see choice in the same places or to the same extent. When someone can't see how one choiceis unlike another, or when there are too many choices to compare and contrast, the process of choosing can be confusing and frustrating. Instead of making better choices, we become overwhelmed by choice,sometimes even afraid of it. Choice no longer offers opportunities, but imposes constraints. It's not a marker of liberation, but of suffocation by meaningless minutiae. In other words, choice can develop into the very opposite of everything it represents in America when it is thrust upon those who are insufficiently prepared for it. But it is not only other people in other places that are feeling the pressure of ever-increasing choice. Americans themselves are discovering that unlimited choice seems more attractive in theory than in practice.".... According to  Sheena Iyengar, The author of  The art of choosing 

How to make choosing easier