Sheena Iyengar
Sheena Iyengar
Sheena S. Iyengaris the inaugural S.T. Lee Professor of Business in the Management Division at Columbia Business School. She is one of the world's experts on choice. Her research focuses on: why people want choice, what affects how and what we choose, and how we can improve our decision-making outcomes...
NationalityAmerican
ProfessionEducator
Date of Birth29 November 1969
CountryUnited States of America
today walmart typical
The typical Walmart today offers you 100,000 products.
dream opportunity answers
A clear right answer and the opportunity to change the options? This is the chooser’s dream.
mom dad children
In America we tell our parents to bring their child home and put him or her in a crib; as they get older, children sleep in they own room not in Mom and Dad's room. What are we training them for? It's independence, because that's what being empowered is all about.
track people looks
we began to look at "Why is that?" And a large part of that has to do with the fact that when people have a lot of options to choose from they don't know how to tell them apart. They don't know how to keep track of them.
desire taste born
We're born with the desire, but we don't really know how to choose. We don't know what our taste is, and we don't know what we are seeing.
choices trying want
When companies try to guess what consumers want, they essentially make the choice for consumers.
choices made turns
We make choices and are in turn made by them.
choices confusing feels
What leads us astray is confusing more choices with more control. Because it is not clear that the more choices you have the more in control you feel. We have more choices than we've ever had before.
world stories influence
What you see determines how you interpret the world, which in turn influences what you expect of the world and how you expect the story of your life to unfold.
choices novices various
So most of the time when we are confronted by more, rather than a few, choices we're often novices and so we don't really know how to differentiate these various options.
kindness important said
You know if they said kindness or funniness was really most important to them then they will be more likely to say yes to the person that they thought was kind and funny.
choices pepsi different
I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One choice? I gave you Coke, Pepsi, Ginger Ale, Sprite. They saw that as one choice. Now why was that one choice? Because they felt, well, it was just all soda.
meaningful giving choices
You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.
attitude order choices
There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.