Every day we make choices. Coke or Pepsi? Save or spend? Stay or go? Whether mundane or life-altering, these choices define us and shape our lives. Sheena Iyengar asks the difficult questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Her award-winning research reveals that the answers are surprising and profound. In our world of shifting political and cultural forces, technological revolution, and interconnected commerce, our decisions have far-reaching consequences. Use this book as your companion and guide for the many challenges ahead. 'No one asks better questions, or comes up with more intriguing answers' Malcolm Gladwell, author of THE TIPPING POINT
'Sheena Iyengar's work on choice and how our minds deal with it has been groundbreaking, repeatedly surprising, and enormously important. She is someone we need to listen to Atul Gawande, author of BETTER and COMPLICATIONS
Sheena Iyengar's groundbreaking research on choice has been funded by the National Science Foundation, the National Institute of Mental Health, and the National Security Education Program, as well as by private institutions. In 2001, she received the Presidential Early Career Award and in 2005 she was invited to serve as a fellow at Princeton's Institute for Advanced Study. She holds degrees from UPenn, The Wharton School of Business, and Stanford University (from which she also received the prestigious Best Dissertation Award in 1998, for her work. She is a professor at Columbia University. Iyengar's work is regularly cited in the media, in periodicals as diverse as Fortune and Time magazines, the New York Times and the Wall Street Journal , as well as on National Public Radio and in books such as Blink by Malcolm Gladwell and The Paradox of Choice by Barry Schwartz. She lives in New York City.