Sheena Iyengar

Sheena Iyengar studies how we make choices — and how we feel about the choices we make.

We all think we’re good at making choices; many of us even enjoy making them. Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous “jam study,” done while she was a grad student, quantified a counterintuitive truth about decision-making – that when we’re presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all.