“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.”

“Why is choice powerful, and where does its power come from? Do we all choose in the same way? What is the relationship between how we choose and who we are? Why are we so often disappointed by our choices, and how do we make the most effective use of the tool of choice?How much control do we have over our everyday choices? How do we choose when our options are practically unlimited? Should we ever let others choose for us, and if yes, who and why?”

“We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.”

“The ability to choose well seems to depend in no small part upon our knowing our own minds. And when we ask for more choice, we seem to be saying, “I know what I want, so however much choice you give me, I will be able to pick out the thing that I want.” We firmly believe that no matter how many alternatives we’re given, ultimately we’ll know which door we prefer to walk through. Yet, paradoxically, asking for more choice is also an admission that we don’t always know what we want, or that we are changeable enough that we cannot know what we want until we are in the moment of choosing. And it’s clear that after a certain point, the amount of time and energy directed toward choosing counteracts the benefits of the choice.”

“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.”

“Life is perpetually testing us not only by administering these "thousand natural shocks" but by making us choose among them. Rarely is the answer as easy and obvious as "cake." In the most challenging predicaments, perceived causality for an undesirable outcome, even if there was no clearer or better choice, can be a debilitating burden. We frequently pay a mental and emotional tax for freedom of choice.”

“We do the same thing in our own lives, embracing information that supports what we already prefer or vindicates choices we previously made.After all, it feels better to justify our opinions rather than challenge them, to contemplate only the pros and relegate the cons to the back of our minds. However, if we want to make the most of choice, we have to be willing to make ourselves uncomfortable. The question is, if we are willing, how exactly do we go about fortifying ourselves against these biases?”