Sheena Iyengar is a professor at Columbia University, New York, whose work has been drawn on by, among others, Malcolm Gladwell.
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
* An eye-opening account of the hidden workings of choice in everyday life
* Subtitle: The Decisions We Make Everyday - What They Say About Us and How We Can Improve Them
** '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** 'No one asks better questions, or comes up with more intriguing answers
