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The Art of Choosing Lecture Series: The Jam Problem

In this event sponsored by NHK Television in Japan, Sheena Iyengar, the S. T. Lee Professor of Business at Columbia Business School and author of the award-winning book The Art of Choosing, discusses the buying habits of shoppers faced with a small number of product choices vs. a large number of choices, in this case the number of flavors of jam in a grocery store. Watch Now