What You See Determines How You Interpret

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

About 60% Of The People Stopped When We Had 24 Jams On Display And Then At The Times When We Had 6 Different Flavors Of Jam Out On Display Only 40% Of The People Actually Stopped, So More People Were Clearly Attracted To The Larger Varieties Of Options, But Then When It Came Down To Buying, So The Second Thing We Looked At Is In What Case Were People More Likely To Buy A Jar Of Jam. What We Found Was That Of The People Who Stopped When There Were 24 Different Flavors Of Jam Out On Display Only 3% Of Them Actually Bought A Jar Of Jam Whereas Of The People Who Stopped When There Were 6 Different Flavors Of Jam 30% Of Them Actually Bought A Jar Of Jam.

Well Certainly Not Having Any Choice - Having Your Entire Life Dictated By Others.

When Japanese Went To Hawaii They Would Go Straight And Buy The Same Thing That They Would Buy In Japan. They Just Got It Cheaper, Which They Liked. And So They Would Still Eat The Red Bean Ice Cream Or The Green Tea Ice Cream, But They Didn't Really Take Advantage Of The Variety And It Wasn't Clear That They Cared.

Balancing Hopes, Desires And An Appreciating Of The Possibilities With A Clear-eyed Assessment Of The Limitations: That Is The Art Of Choosing.