The Age of Choice

A History of Freedom in Modern Life
A sweeping history of the rise of personal choice in the modern world and how it became equated with freedom.

A New York Times Notable Book of the Year
Winner of the Istvn Hont Book Prize, Institute of Intellectual History
Finalist for the Cundill History Prize

A sweeping history of the rise of personal choice in the modern world and how it became equated with freedom

Choice touches virtually every aspect of our lives, from what to buy and where to live to whom to love, what profession to practice, and even what to believe. But the option to choose in such matters was not something we always possessed or even aspired to. At the same time, we have been warned by everybody from marketing gurus to psychologists about the negative consequences stemming from our current obsession with choice. It turns out that not only are we not very good at realizin