"When we speak of choice, what we mean is the ability to exercise control over ourselves and our environment. In order to choose, we must first perceive that control is possible."
"It's easy to assume people are conforming when we witness them all choosing the same option, but when we choose that very option ourselves, we have no shortage of perfectly good reasons for why we just happen to be doing the same thing as those other people; they mindlessly conform, but we mindfully choose. This doesn't mean that we're all conformists in denial. It means that we regularly fail to recognize that others' thoughts and behaviors are just as complex and varied as our own. Rather than being alone in a crowd of sheep, we're all individuals in sheep's clothing."
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Source: Sheena Iyengar (2010). “The Art Of Choosing: The Decisions We Make Everyday of our Lives, What They Say About Us and How We Can Improve Them”, p.95, Hachette UK
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