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Challenging choicesIdeology, consumerism and policy$
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Michael Clarke

Print publication date: 2010

Print ISBN-13: 9781847423986

Published to Policy Press Scholarship Online: March 2012

DOI: 10.1332/policypress/9781847423986.001.0001

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What is choice?

What is choice?

(p.8) (p.9) One What is choice?
Challenging choices

Michael Clarke

Policy Press

This chapter explains that choices are made by individuals, or sometimes groups, appraising reality, constructing a view of it, and selecting a perceived possibility for action, including refusing to act. It notes that the greater the capacity the individual has to recognise and process information, the greater the number and complexity of choices which can be made. Either they are habits or the context is so routinized that the decision is undemanding. It explains that beyond the habits formed for themselves, people also rely on others — routines governed by convention. It argues that real choices are demanding, and for that reason, people go to great lengths to routinize them. It also discusses how rapid changes in societies, and in the social worlds, force people to make far more choices in the substantial sense that do stable cultures and societies.

Keywords:   choices, information, routines, convention, cultures, societies

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