Ideas worth spreading

3,918,318 views | Sheena Iyengar • TEDGlobal 2010

The art of choosing

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.

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

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.

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

About the speaker

Psycho-economist

See speaker profile

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