When consumers are overwhelmed with options, marketers should give them what they really want: ways of shopping that lower the cognitive stress.
Iyengar, Sheena, and Kanika Agrawal. "A Better Choosing Experience." strategy+business, Winter 2010.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.