The Art Of Choosing [electronic resource]

Iyengar, Sheena2010

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Summary

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.