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If we assume that an important function of recommender systems is to help people make better choices, it follows that people who design and study recommender systems ought to have a good understanding of how people make choices and how human choice can be supported. This chapter starts with a compact synthesis of research on the various ways in which people make choices in everyday life, in terms of six choice patterns; we explain for each pattern how recommender systems can support its application, both in familiar ways and in ways that have not been explored so far. Similarly, we distinguish six high-level strategies for supporting choice, noting that one strategy is directly supported by recommendation technology but that the others can also be applied fruitfully in recommender systems. We then illustrate how this conceptual framework can be used to shed new light on several fundamental …