Sheena Iyengar studies how we make choices, and how we feel about the choices we make. She talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.
Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. Iyengar’s research has been informing business and consumer-goods marketing since the 1990s. Her ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.