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Updated 08/04/2017
gerund or present participle: choosing
  1. pick out or select (someone or something) as being the best or most appropriate of two or more alternatives.
    "he chose a seat facing the door"
    synonyms:select, pick (out), opt for, settle on, decide on, fix on, take
    appointnamenominate, vote for, elect
    "we chose a quiet country inn"
    • decide on a course of action, typically after rejecting alternatives.
      "he chose to go"
      synonyms:wishwantdesire, feel/be inclined, pleaselike, see fit
      "I'll stay as long as I choose"

How to make choosing easier (16:04)                                                                                                  11/00/2011
We all want customized experiences and products — but when faced with 700
options, consumers freeze up. With fascinating new research, 
Sheena Iyengar demonstrates how businesses (and others) can improve the experience
of choosing.