"Emotion operates, very often when you think about how you react to the world, you know, something is happening to you, you're simply going along and you're being confronted by different things, not necessarily very important or significance for your ultimate life, but you are constantly reacting to the world."

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I think of choosing as a... both a fun and an effortful activity and I think of choice as something that in order for you to really get what you want out of it you have to put a lot into it and so I'm only willing to do that for a few different things and for the rest I really just try to either satisfy, come up with a simple rule or let somebody else make the choice.

— Sheena Iyengar