"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."
"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."
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More quotes by Sheena Iyengar
"Choice is more than picking 'x' over 'y.' It is a responsibility to separate the meaningful and the uplifting from the trivial and the disheartening. It is the only tool we have that enables us to go from who we are today to who we want to be tomorrow."
"We have the ability to create choice by altering our interpretations of the world."
"What is freedom? Freedom is the right to choose: the right to create for oneself the alternatives of choice. Without the possibility of choice a man is not a man but a member, an instrument, a thing. —Archibald MacLeish"
"In order to 'hold fast' to something, one must allow oneself to be held to something. That commitment may be one of the hardest things to practice in a world of so much choice."
"Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow."