In The Art of Choosing, Columbia Business School professor Sheena Iyengar, a leading expert on choice, sets herself the Herculean task of helping us become better choosers. She asks fascinating questions: Is the desire for choice innate or created by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Ultimately, she offers unexpected and profound answers, drawn from her award-winning, discipline-spanning research.
Here you'll learn about the complex relationship between choice and freedom, and why one doesn't always go with the other. You'll see that too much choice can overwhelm us, leading to unpleasant experiences, from "TiVo guilt" over unwatched TV programs to confusion over health insurance plans. Perhaps most important, you'll discover how our choices — both mundane and momentous — are shaped by many different forces, visible and invisible. This remarkable book illuminates the joys and challenges of choosing, showing us how we build our lives, one choice at a time.
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Iyengar, Sheena. The Art of Choosing. New York: Twelve, March 2010.