Choice is the only tool we have that enables us to go
from who we are today to who we want to be tomorrow.
~ Sheena S. Iyengar
We in the United States like having choices. Having the right to choose, we might even say, is essential to our native narrative. Not so people elsewhere in the world.
Fascinated by the literal business of choice, its complexities, and its cultural and geographic underpinnings, Columbia University professor Sheena Iyengar and her team at the university's business school travel the world to study how people make choices.
In the first video below, Iyengar discusses The Art of Choosing (Twelve, March 2010), her well-received book on the topic. (An excerpt from the book is here.)
In the second video, Iyengar presents in an 18-minute talk some of her research on how choices are made and what choices can tell us about our assumptions, motivations, biases, and influences.
Iyengar's multi-part presentation at the Third Annual Conference on Law and Mind Sciences (March 2009), which includes the results of her now famous "jam study", also is available on YouTube: Part 1, Part 2, Part 3, Part 4. Also worth your time is Iyengar's very interesting radio interview. Other radio interviews are found here (scroll to bottom of page).