In the late 1980s and early 1990s various countries implemented market-inspired policies to increase school choice. This article selectively reviews evidence of the effects of these changes, concentrating on experiences in two countries with wide-ranging reforms - the UK and New Zealand. Direct evidence of the effect of choice on educational outcomes is sparse. Identifiable benefits to student performance tend to be at the margin, and strongest when choice is combined with other aspects of educational change. - Iits separate influence is hard to disentangle. Segregation effects can also be traced in particular circumstances, yet not as generalised consequences. Overall, effects on outcomes are most often particular to different contexts of geography, national culture and time. Choice has also been associated with greater diversity across schools. In practice, the main effect has not been to offer consumers a range of qualitatively different educational brands within each community: this was never realistic. Rather, choice is one of several factors driving greater diversity in pluralistic societies. The future of such changes depends on factors other than whether they create contestability. Thise article concludes that choice can have greatest impact on school change by making reforms sensitive to consumer views, rather than by maximising competition. [ABSTRACT FROM AUTHOR]