Sheena Iyengar said this quote

“ The quality of health care continues to improve, and people are living longer, but these developments mean that we’re likely to eventually find ourselves in a situation in which we’re forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value. ”

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We make choices and are in turn made by them.

~ Sheena Iyengar

For animals, the confinement of the body is the confinement of the whole being, but a person can choose freedom even when he has no physical autonomy. In order to do so, he must know what choice is, and he must believe that he deserves it. By sharing stories, we keep choice alive in the imagination and in language. We give each other the strength to perform choice in the mind even when we cannot perform it with the body.

~ Sheena Iyengar

One could even argue that we have a duty to create and pass on stories about choice because once a person knows such stories, they can’t be taken away from him. He may lose his possessions, his home, his loved ones, but if he holds on to a story about choice, he retains the ability to practice choice.

~ Sheena Iyengar

Whether we do it consciously or subconsciously, we tend to organize our lives to display our identity as accurately as possible. Our lifestyle choices often reveal our values, or at least what we’d like people to perceive as our values…as we make our everyday choices, we continuously calculate not just which choices best match who we are and what we want but also how those choices will be interpreted by others. We look for cues in our social environment to figure out what others think of this or that, which can require being sensitive to the most localized and up-to-date details of what a particular choice means.

~ Sheena Iyengar