The Art of Choosing
by Sheena Iyengar
The researcher behind the famous jam study on choice: cultural differences, the burden of too many options, choice and identity, the limits of free will, and when choice should be delegated. It is thoughtful and personal (Iyengar is blind) and more nuanced than popular summaries of her work.
Read it if…
you want the choice research from its source, with nuance.
Skip it if…
you want a quick takeaway; see The Paradox of Choice.
Three things you will actually use
- More choice is not always better.
- Culture shapes what choice means.
- Some choices should be delegated to experts or rules.
Do this first
Limit one recurring set of options to three and notice whether satisfaction changes.
Our verdict
Thoughtful and nuanced.
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