Kent Greenfield author of The Myth of Choice

Choice is good. So good that our brains crave it, not unlike how they can crave caffeine or nicotine. And there is no shortage of pithy quotations about how the choices we make are the building blocks of our identities. From "Paper or Plastic?" to "Spend or Invest?" to "Latté or Frappuccino?", we are the architects of each moment in our lives.

Or are we? In THE MYTH OF CHOICE (Yale University Press, on sale October 2008, $27.00), distinguished law professor Kent Greenfield shows that the so-called "choices" that confront us daily are often not choices at all. In an entertaining, intelligent, and culturally savvy discourse, Greenfield demonstrates how many of our decisions are constrained, manipulated, and forced upon us by a gauntlet of biological, economical, and cultural influences.
For more info, see http//www.kentgreenfield.com.

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