“The saying goes that history repeats itself; personal histories do the same. We can gather the lessons of others’ lives through observation, conversation, and by seeking advice. We can use the automatic system to find out who the happy people are, and the reflective system to evaluate how they got to be that way. Pursuing happiness need not be a lonely endeavor. In fact, throwing in our lot with others may be a very good way of coping with the disappointments of choice.”

“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?”

“the way we frame information for ourselves or for others can make a big difference in how we see and respond to choice. Every time we encounter new information or reexamine old information, we’re influenced by its presentation. We can use framing to our advantage, but sometimes it has a negative impact on the quality of our decisions.”

“Reflective processing allows us to handle highly complex choices, but it is slower and more tiring than the automatic system. It requires motivation and significant effort.”

“True choice requires that a person have the ability to choose an option and not be prevented from choosing it by any external force, meaning that a system tending too far toward either extreme will limit People’s opportunities. Also, both extremes can produce additional problems in practice. Aside from the fact that a lack of “freedom to” can lead to privation, suffering, and death for those who can’t provide for themselves, it can also lead to a de facto plutocracy. The extremely wealthy can come to wield disproportionate power, enabling them to avoid punishment for illegal practices or to change the law itself in ways that perpetuate their advantages at the cost of others, a charge often levied against the “robber baron” industrialists of the late nineteenth century. A lack of “freedom from,” on the other hand, can encourage people to do less work than they’re capable of since they know their needs will be met, and it may stifle innovation and entrepreneurship because people receive few or no additional material benefits for exerting additional effort. Moreover, a government must have extensive power over its people to implement such a system, and as can be seen in the actions of the majority of communist governments in the past, power corrupts.”

“we need others to see us as we see ourselves. We want to find common ground, but not be a copycat. The need is so powerful that we may even behave in ways inconsistent with our true desires in order to avoid creating the “wrong” impression.”

“Recommendations and categorization are both useful features to seek out when trying to make a difficult decision, because they can benefit our choices in two ways. They make the decision in question easier by allowing us to borrow the knowledge of experts or crowds, and they also help us to develop our own expertise more rapidly than we would if we chose without assistance. Learning what others consider good and relevant provides us with a general overview of a given field, catalyzing our understanding of it and the development of our preferences within it.”