The art of choosing

Jul 2010 27 minutes

Sheena Iyengar explores trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.

We all want customized experiences and products — but when faced with 700 options, consumers freeze up. With fascinating research, Sheena Iyengar demonstrates how businesses (and others) can improve the experience of choosing.

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