Ideas worth spreading

The art of choosing

4,176,328 views |

Sheena Iyengar |

TEDGlobal 2010

• July 2010

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.

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

Sheena Iyengar

Psycho-economist

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

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