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How to make choosing easier

TEDSalon NY2011 · 16:05 · Filmed Nov 2011
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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.

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Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio

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