We have all been there: standing in aisle five of the supermarket trying to decide which jar of mustard to buy. Do we go organic, or for the brand with whole mustard seeds? Or do we simply pick the one in the brightest yellow bottle? In a fascinating talk at TEDxStanford, “Sometimes it’s good to […]Continue reading
Why you should listen
We all think we're good at making choices; many of us even enjoy making them. Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous "jam study," done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we're presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.)
Iyengar's research has been informing business and consumer-goods marketing since the 1990s. But she and her team at the Columbia Business School throw a much broader net. Her analysis touches, for example, on the medical decisionmaking that might lead up to choosing physician-assisted suicide, on the drawbacks of providing too many choices and options in social-welfare programs, and on the cultural and geographical underpinning of choice. Her book The Art of Choosing shares her research in an accessible and charming story that draws examples from her own life.
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"What others say"
Sheena Iyengar’s TED talks
Sheena Iyengar on the TED Blog
We all want customized experiences and products — but when faced with 700 options, consumers freeze up. With fascinating new research, Sheena Iyengar demonstrates how businesses (and others) can improve the experience of choosing. (Recorded at TEDSalon New York 2011, November 2011, in New York, NY. Duration: 16:05) Watch Sheena Iyengar’s talk on TED.com, where you can […]Continue reading
Sheena Iyengar studies how we make choices — and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions. (Recorded at TEDGlobal 2010, July 2010 in Oxford, UK. Duration: […]Continue reading