Consumer should be free to make his own choices.
Consumer should be well informed so that he can make the right choices.
Consumer has too many choices in our society...
Those are just a few of the 'common' statements that refer to the consumers' choice that influenced regulation and creation of many consumer laws (e.g. duties to inform). Since I find it interesting to take a look at what lies underneath the legal instruments, i.e. whether there is really a legitimate basis in consumer behavior that justifies creation of certain legal rules, I was very much interested in the presentation that Sheena Iyengar (from the Columbia Business School, author of the book: The Art of Choosing) gave during TEDGlobal 2010 on the art of choosing.