The Art of Choosing

Sheena Iyengar's award-winning research explores the reasons behind our daily choices, such as choosing between Coke or Pepsi, saving or spending, or staying or going. She questions whether our desire for choice is innate or influenced by culture, why we sometimes choose against our best interests, and our control over our choices. This provides an understanding of the profound consequences of our choices in a world of changing political and cultural forces, technological advancements, and interconnected commerce.

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