Sheena Iyengar

The Art of Choosing Sheena Iyengar

In an era of ever-expanding choices, HOW WE CHOOSE addresses the simple-yet-mystifying question : How do we know what we want? The answers are strange, impressive, and profound. Sheena Iyengar, a Columbia University professor whose work on choice is widely recognized and cited by companies like AOL and Citigroup, looks into the heart of what we desire-- and what we think we desire-- to show how tangential factors enter into (and run roughshod) over our decisions. Whether we're trying to be ""as unique as everyone else""-- ordering a different entree because our tablemate already ordered what we wanted-- or losing ourselves in a maze of dubious distinctions (debating six TV brands that all originate from the same factory), Iyengar elegantly shows how our impulses-- much more than our good sense-- influence our wants. From the grocery aisle to the altar, and from east to west, HOW WE CHOOSE is a definitive primer on what makes us tick in a world so spoiled for choice.