When People Are Given A Moderate Number

We Make Choices And Are In Turn Made By Them.

The First Thing We Looked At, In What Case Were People More Likely To Be Attracted To The Jar Or Jam, So In Which Case Are People More Likely To Stop When They Saw The Display Of Jams And What We Found Was That More People Stopped When There Were 24 Jams.

They [people] Start Asking Themselves "well Which One Is The Best? Which One Would Be Good For Me?" And All Those Questions Are Much Easier To Ask If You're Choosing From Six Than When You're Choosing From 24 And If You Look At The Marketplace Today Most Often We Have A Lot More Than 24 Of Things To Choose From.

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."

I Was Living, Growing Up In A Very Traditional Household And Yet At The Same Time I Was Going To School In The United States Where I Was Taught The Importance Of Personal Preference, So At Home It Was All About Learning Your Duties And Responsibilities Whereas In School It Was All About Well You Get To Decide What You Want You Want To Eat.