Sheena Iyengar on Overwhelming Consumer Choice

Professor Sheena Iyengar of Columbia Business School speaks about the dangers of having too many choices and how to optimize the choosing experience for the average consumer. She explains the three techniques that can be used to create a mutually beneficial relationship between the choice provider and the chooser.

The BRITE '11 conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School.

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