Situationist friend Sheena Iyengar studies how we make choices — and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.
From Ted Talks: “[Situationist friend] Sheena Iyengar studies how we make choices — and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.”
The show’s description is as follows: “The power of choice: Understanding the motivations, biases, and cultural influences that determine the choices, large and small, we make in our lives.” As interesting as those issues are, the interview itself is at its best when Sheena discusses her own remarkable situation and how that influenced her research.
Sheena Iyengar is a professor in the Management Division of the Columbia Business School. One of the world’s experts on choice, Professor Iyengar received a dual degree from the University of Pennsylvania in 1992, consisting of a B.S. in Economics from the Wharton School of Business and a B.A. in psychology with a minor in English from the College of Arts and Sciences. In 1997 she completed her Ph.D. in social psychology from Stanford University. Her dissertation, entitled “Choice and its Discontents,” received the prestigious Best Dissertation Award for 1998 from the Society of Experimental Social Psychology. Since then, she has published many articles in academic journals and her research has been commonly cited in the popular media. Iyengar is at work on a book exploring the mysteries of choice in everyday life.
At the third annual conference on Law and Mind Sciences, which took place im March of 2009, Professor Iyengar’s outstanding presentation was titled “The Multiple Choice Problem.” Here’s the abstract:
It is a common supposition in modern society that the more choices, the better—that the human ability to manage, and the human desire for, choice is infinite. From classic economic theories of free enterprise, to mundane marketing practices that provide customers with entire aisles devoted to potato chips or soft drinks, to highly consequential life decisions in which people contemplate multiple options for medical treatment or investment opportunities for retirement, this belief pervades our institutions, norms, and customs. In this era of abundant choice, there are several dilemmas that people face: How do you choose given the sheer number of domains in which you now have the ability to choose? And in any given domain, what are the ramifications of being confronted with more options than ever before? In this talk, I will describe decisions we need to make that vary in significance from jams at a supermarket to life-or-death situations, looking at how the exercise of choosing and the availability of numerous options affect decision quality and happiness with the decision outcome.
You can watch her presentation on the four (roughly 9-minute) videos below.
