She also offers a description of her parents’ arranged marriage as an example of freedom from choice. These and other hard choices-even “Sophie’s Choice”-are thoughtfully explored.
Iyengar’s wit and engaging writing style ease the reader through chapters on harder choices, from taking a loved one off life support to the paradox inherent in American life: that freedom of choice should make us happy, but having too many options is overwhelming and often leads to depression. The book’s studies and hypothetical questions draw from psychology, economics, medicine, philosophy and other fields to show how often choice is an issue this grab-bag approach keeps the writing from bogging down in any one topic while still making points effectively. we have the ability to create choice by altering our interpretations of the world.” So can we filter out bias and rely only on our core values to make decisions? Sometimes that’s just a matter of knowing you have choices at other times, eliminating multiple options is the key to wise decisions. In The Art of Choosing, Iyengar recounts her studies and observations with an emphasis on helping us to be more thoughtful and better-informed when faced with decisions. The moral? Sometimes less to choose from leads to more in terms of sales too many choices may dissuade us from making any choice at all. Thirty percent of those who sampled from the smaller batch bought a jar of jam, but only 3 percent who sampled from the larger group made a purchase. A professor at Columbia University and innovator in the study of choice, her work has been cited by many authors you’ll probably find that you’ve heard of at least one of her studies before, such as the “jam study.” Iyengar and her research team set up an experiment in a Draeger’s supermarket in which they let customers sample from either six or 24 flavors of gourmet jam. But in Sheena Iyengar’s view, it’s more likely that emotional ties to a brand, the randomness of where a name appears on a ballot and the notion that survival is still possible are what swayed you in one direction or another.Īnd Iyengar should know. If asked to select from any of these pairs, you might assume taste, political affiliation and basic human nature would influence your respective choices.
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