Sheena Iyengar On the Art of Choosing: TED Video

Have you ever had trouble make a choice? Would you ever let someone choose for you? Should you? Sheena Iyengar has studied how we make choices and and how we feel about the choices we make.

At TEDGlobal, Iyengar discusses about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.

Now a Columbia University professor, Iyengar became known for her “jam study,” done while she was a grad student, which exposed a myth about decision making — contrary to what we assume, when we have too many choices, we tend not to choose at all.

Her book, The Art of Choosing, looks into “the complex relationship between choice and freedom, and why one doesn’t always go with the other. You’ll see that too much choice can overwhelm us.” The book shed slight into how we build our lives, one choice at a time.

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