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Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied.

While many people assume their choice to wear skinny jeans or grow a beard is based on personal taste or fashion trends, many scientists believe these decisions also reflect our primal need to attract a mate and breed to ensure the survival of our species.

How synthetic hormones change desire in women-and their choice in a mate

Dopamine might be the media's neurotransmitter of choice for scare stories about addiction, but the reality is rather more nuanced

In this excerpt from the SBS series, Food Investigators, Dr Paul Harrison from Deakin University discusses with host Renee Lim how supermarket management use a sophisticated understanding of psychology and sociology to manipulate the supermarket environment to persuade us to enter, stay and buy. For more information go to www.sbs.com.au/foodinvestigators and www.tribalinsight.com

Children are notoriously bad at delaying gratification to achieve later, greater rewards -and some are worse at waiting than others. Individual differences in the ability-to-wait have been attributed to self-control, in part because of evidence that long-delayers are more successful in later life (e.g.,Shoda, Mischel, & Peake, 1990. Here we provide evidence that, in addition to self-control, children's wait-times are modulated by an implicit, rational decision-making process that considers environmental reliability. We tested children (M= 4;6,N= 28) using a classic paradigm-the marshmallow task (Mischel, 1974)-in an environment demonstrated to be either unreliable or reliable. Children in the reliable condition waited significantly longer than those in the unreliable condition(p< 0.0005), suggesting that children's wait-times reflected reasoned beliefs about whether waiting would ultimately pay off. Thus, wait-times on sustained delay-of-gratification tasks (e.g., the marshmallow task) may not only reflect differences in self-control abilities, but also beliefs about the stability of the world.

For the past four decades, the "marshmallow test" has served as a classic experimental measure of children's self-control: will a preschooler eat one of the fluffy white confections now or hold out for two later? The original research began at Stanford University in the late 1960s. Walter Mischel and other researchers famously showed that individual differences in the ability to delay gratification on this simple task correlated strongly with success in later life. Longer wait times as a child were linked years later to higher SAT scores, less substance abuse, and parental reports of better social skills.