“It seems to him there are / a thousand bars; and behind the bars, no world.” Whether the bars are real or metaphorical, when one has no control, it is as if nothing exists beyond the pain of this loss.”

Sheena Iyengar

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Quote by Sheena Iyengar: “It seems to him there are / a thousand bars; and… - Image 1

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“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.”


“The less control people had over their work, the higher their blood pressure during work hours. Moreover, blood pressure at home was unrelated to the level of job control, indicating that the spike during work hours was specifically caused by lack of choice on the job. People with little control over their work also experienced more back pain, missed more days of work due to illness in general, and had higher rates of mental illness—the human equivalent of stereotypies, resulting in the decreased quality of life common to animals reared in captivity.”


“Unlike captive animals, people’s perceptions of control or helplessness aren’t entirely dictated by outside forces. We have the ability to create choice by altering our interpretations of the world.”


“Alexis de Tocqueville, the French thinker who keenly chronicled early American society, described the consequences of ever-increasing choice more than 170 years ago:In America I have seen the freest and best educated of men in circumstances the happiest to be found in the world; yet it seemed to me that a cloud habitually hung on their brow, and they seemed serious and almost sad even in their pleasures…. They clutch everything but hold nothing fast, and so lose grip as they hurry after some new delight.”


“When heuristics don’t yield the results we expect, you’d think we would eventually realize that something’s wrong. Even if we don’t locate the biases, we should be able to see the discrepancy between what we wanted and what we got, right? Well, not necessarily. As it turns out, we have biases that support our biases! If we’re partial to one option—perhaps because it’s more memorable, or framed to minimize loss, or seemingly consistent with a promising pattern—we tend to search for information that will justify choosing that option. On the one hand, it’s sensible to make choices that we can defend with data and a list of reasons. On the other hand, if we’re not careful, we’re likely to conduct an imbalanced analysis, falling prey to a cluster of errors collectively known as “confirmation biases.”


“The challenges we face when it comes to identity and choice exist precisely because choosing is not only a private activity but a social one, a negotiation between many moving parts. Choice requires us to think more deeply about who we are, both within ourselves and in the eyes of others.”