Now To What...? How We

I Think I Was Always Informally Thinking About Choice From When I Was A Very Young Child Because I Was Born To Sikh Immigrant Parents, So I Was Constantly Going Back And Forth Between A Sikh Household And An American Outside World, So I Was Going Back And Forth Between A Very Traditional Sikh Home In Which You Had To Follow The Five K's.

It's Easy To Assume People Are Conforming When We Witness Them All Choosing The Same Option, But When We Choose That Very Option Ourselves, We Have No Shortage Of Perfectly Good Reasons For Why We Just Happen To Be Doing The Same Thing As Those Other People; They Mindlessly Conform, But We Mindfully Choose. This Doesn't Mean That We're All Conformists In Denial. It Means That We Regularly Fail To Recognize That Others' Thoughts And Behaviors Are Just As Complex And Varied As Our Own. Rather Than Being Alone In A Crowd Of Sheep, We're All Individuals In Sheep's Clothing.

You Know, You Take A Little Infant And You Turn On The Music Mobile On Their Crib And You Find That If You Give Them A Music Mobile Which Turns On Automatically Versus A Music Mobile In Which - If By Chance Their Little Legs Or Their Little Hands Accidentally Touches It - Turns On They're So Much More Excited If By Chance It Turns On Because They Touched It, So That Desire For Control Over Their Environment Is... Really Appears From Very Early On And If You Look At Children's First Words, "no, Yes."

Also If They Choose From More Options Than Fewer Options They're Less Satisfied With What They Choose And That Is True Whether They're Choosing Chocolates Or Which Job Offer To Accept.

The Typical American Reports Making About 70 [choices] In A Typical Day.