"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."
"When Japanese went to Hawaii they would go straight and buy the same thing that they would buy in Japan. They just got it cheaper, which they liked. And so they would still eat the red bean ice cream or the green tea ice cream, but they didn't really take advantage of the variety and it wasn't clear that they cared."
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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."