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If we ask for more and more material for the construction, i.e. more and more choice, we're likely to end up with a lot of combinations that don't do much for us or are far more complex than they need to be.
Sheena Iyengar
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Sheena Iyengar
Age: 54
Born: 1969
Born: November 29
Professor
Psychologist
University Teacher
Writer
City of Toronto
Sheena Sethi
Much
Material
Materials
Choice
Combinations
Choices
Construction
Asks
Complexes
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Need
Combination
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More quotes by Sheena Iyengar
I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.
Sheena Iyengar
Now to what...? How we teach people to make choices and the things they're going to make choices over - that is culturally learned.
Sheena Iyengar
I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.
Sheena Iyengar
I think that too ended up affecting a lot of the different research questions that I later asked was really was about well to what extent... How do we balance choice as possibility and choice as limitations?
Sheena Iyengar
The key to getting the most from choice is to be choosy about choosing.
Sheena Iyengar
So for decisions about happiness you essentially need at least both and probably even more than that, you probably also need to do analysis that doesn't involve yourself to get at the answer of what will make you happy in 10 years.
Sheena Iyengar
Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.
Sheena Iyengar
About the only time our gut can truly outperform our reason is if we truly have developed a kind of informed intuition. So that means the chess master or someone who has really thought about it and given themselves feedback on a particular activity for at least 10,000 hours or more.
Sheena Iyengar
Well certainly not having any choice - having your entire life dictated by others.
Sheena Iyengar
We are often in society told to make decisions in one of two ways. We're either told Use your gut, just go with how you feel about it and let that guide you, or we're told to use reason - some very deliberative methodical process of pros and cons and really thinking it through.
Sheena Iyengar
Once the jazz musician learns all the fundamentals they can keep track of a lot of choices in an instant.
Sheena Iyengar
The expansion of choice has become an explosion of choice.
Sheena Iyengar
I could wear makeup today, and one person would say it looks bland, another would say it looks fake, and another might tell me I look really natural. Everyone is convinced their opinion is the truth, and that's what I struggle against.
Sheena Iyengar
So it was constantly going back and forth between these two cultures that kept raising the question, well, how important is personal freedom? And I think that has always been of interest to me.
Sheena Iyengar
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.
Sheena Iyengar
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.
Sheena Iyengar
We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.
Sheena Iyengar
They [people] start asking themselves Well which one is the best? Which one would be good for me? And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.
Sheena Iyengar
People don't put as much of an emphasis in expanding their choices, so that, you know, one of the things that I learned when I was in Japan way back in the 1990's and there were all these quarrels happening between the U.S. and Japan about allowing more American products into the Japanese market.
Sheena Iyengar
As we get older, we get better at choosing in ways that will make us happy. We do a better job at picking activities that make us happy, and at spending time with people who make us happy. We're also better at letting things go.
Sheena Iyengar