Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.

We make choices and are in turn made by them.

Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.

The typical American reports making about 70 [choices] in a typical day.

The expansion of choice has become an explosion of choice.

We have the ability to create choice by altering our interpretations of the world.

When companies try to guess what consumers want, they essentially make the choice for consumers.

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

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.