Editing Choice (section)

== Attitudes ==
As part of his thinking on [[choiceless awareness]], [[Jiddu Krishnamurti]] (1895–1986) pointed out the confusions and bias of exercising choice.<ref>
For example:
{{cite book
 | last1 = Krishnamurti
 | first1 = Jiddu
 | author-link1 = Jiddu Krishnamurti
 | chapter = London, 4th Public Talk, June 12, 1962
 | title = Collected Works
 | volume = 13
 | page = 188
 | quote =  You can't be totally aware if you are choosing. [...] you can't be aware totally if you are condemning, if you are justifying, or if you say, 'I will keep my beliefs, my experiences, my knowledge.' Then you are only partially aware, and partial awareness is really blindness.
}}
Quoted in:
{{cite book
 | last1 = Krishnamurti
 | first1 = Jiddu
 | author-link1 = Jiddu Krishnamurti
 | year = 1992
 | chapter = The Nature of Choiceless Awareness
 | editor1-last = Patterson
 | editor1-first = Albion W.
 | title = Choiceless Awareness: A Selection of Passages for the Study of the Teachings of J. Krishnamurti
 | url = https://books.google.com/books?id=_5ho4xRXAIUC
 | edition = Revised
 | location = Ojai, California
 | publisher = Krishnamurti Foundation of America
 | publication-date = 2000
 | pages = 16–17
 | isbn = 9781888004045
 | access-date = 13 August 2020
}}
</ref>

Sophia Rosenfeld analyses critical reactions to choice in her 2014 review<ref>
{{cite journal
| last1                 = Rosenfeld
| first1                = Sophie
| title                 = Free to Choose?: How Americans have become tyrannized by the culture's overinvestment in choice
| url                   = http://www.thenation.com/article/180109/free-choose?page=full#
| journal               = The Nation
| edition               = June 23–30, 2014
| location              = New York
| publisher             = The Nation Company, L.P.
| date      = 2014-06-03
| issn                  = 0027-8378
| access-date            = 2014-06-12
| quote                 = What if the real problem is the imperative of making all those choices in all those different realms, from sex to software, in the first place? This is the view of a small number of philosophers, legal theorists and culturally aware psychologists, including Barry Schwartz and, more recently, Sheena Iyengar, Sigal Ben-Porath, Kent Greenfield and Renata Salecl. They insist that we have become overwhelmed and even 'tyrannized' by our culture's overinvestment in choice.
}}
</ref>
of some of the work of [[Sheena Iyengar|Iyengar]],<ref>
{{cite book
| last1                 = Iyengar
| first1                = Sheena
| author-link1          = Sheena Iyengar
| title                 = The Art of Choosing: The Decisions We Make Everyday - What They Say About Us and How We Can Improve Them
| url                   = https://books.google.com/books?id=jBpd8QXQHkoC
| publisher             = Hachette UK
| date       = 2010
| isbn                  = 9780748117444
| access-date            = 2014-06-12
}}
</ref>
Ben-Porath,<ref>
{{cite book
| last1                 = Ben-Porath
| first1                = Sigal R.
| title                 = Tough Choices: Structured Paternalism and the Landscape of Choice
| url                   = https://books.google.com/books?id=iclH9tr-o-MC
| publisher             = Princeton University Press
| date       = 2010
| isbn                  = 9780691146416
| access-date            = 2014-06-12
}}
</ref>
[[Kent Greenfield (law professor)|Greenfield]],<ref>
{{cite book
| last1                 = Greenfield
| first1                = Kent
| author-link1          = Kent Greenfield (law professor)
| title                 = The Myth of Choice: Personal Responsibility in a World of Limits
| url                   = https://archive.org/details/mythofchoicepers0000gree
| url-access            = registration
| publisher             = Yale University Press
| date       = 2012
| isbn                  = 9780300169867
| access-date            = 2014-06-12
}}
</ref>
and [[Renata Salecl|Salecl]].<ref>
{{cite book
| last1                 = Salecl
| first1                = Renata
| author-link1          = Renata Salecl
| title                 = The Tyranny of Choice
| url                   = https://books.google.com/books?id=hbAnPQAACAAJ
| series                = Big Ideas
| edition               = reprint 
| publisher             = Profile Books Limited
| date       = 2011
| isbn                  = 9781846681868
| access-date            = 2014-06-12
}}
</ref>

A study was conducted that looked into how attitude towards a particular brand would influence choice of a brand as it is being advertised. A picture of running shoes was created to either make the ad look good or bad and participants were asked to choose between four different brands. The attitude toward the add (Aad) shows to have a significant impact on choice of brand as well as the act of buying the brand (AB). This suggests that the attitude one had towards a brand can influence the choice and the intention to buy a particular item.<ref>{{Cite journal|last1=Biehal|first1=Gabriel|last2=Stephens|first2=Debra|last3=Curio|first3=Eleonora|date=1992-09-01|title=Attitude toward the Ad and Brand Choice|url=https://doi.org/10.1080/00913367.1992.10673373|journal=Journal of Advertising|volume=21|issue=3|pages=19–36|doi=10.1080/00913367.1992.10673373|issn=0091-3367|url-access=subscription}}</ref>