Sheena Iyengar on How We Choose

“A rose by any other name probably does look different and maybe even smells different.” says Sheena Iyengar, who has studied how we make choices — and how we feel about the choices we make. At TEDGlobal, she talks about both trivial decisions (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising findings about our attitudes towards choices. For instance, that when we’re presented with too many things to choose from, we tend not to choose anything at all. And that the American assumptions about choices are certainly not true in other cultures.

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