Ideas worth spreading

How to make choosing easier

3,086,481 views | Sheena Iyengar • TEDSalon NY2011

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.

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.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

About the speaker

Sheena Iyengar

Psycho-economist

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

This talk was presented at an official TED conference. TED's editors chose to feature it for you.