Variety: The spice of life. Or is it?
People like to be given a choice. The desire to exercise one’s own free will and proclivity to act in one’s own interests might just be the last part of our consciousness that’s keeping us away from The Matrix, 1984, Brave New World, or whatever your favorite dystopian story is. But is there such a thing as “too many choices?” Sheena Iyengar, behavioral psychologist and choice expert, studies how people make decisions precisely to answer this question. And her research has revealed some startling implications!
A recent New York Times article highlighted Iyengar’s fascinating research in a review of her new book, The Art of Choosing. Iyengar, a Stanford grad, has been in the field of social psychology and decision theory for almost 15 years. Her most famous project: a jelly tasting.
