Sheena Iyengar is considered one of the world's foremost experts on choice. Her work delves into the fundamental questions of why choice is powerful, where that power originates, and the intricate ways in which individuals make decisions. She meticulously explores the connection between our decision-making processes and our very identities, examining why we are so frequently disappointed by the outcomes of our choices. Through her research, Iyengar illuminates the extent of our control over daily decisions and poses the provocative question of when, and whom, we should allow to choose for us.
In Think Bigger, Sheena Iyengar-an acclaimed author and expert in the science of choice-provides essential tools to spark creative thinking and help us make our most meaningful choices. She draws from recent advances in neuro- and cognitive sciences to give readers a set of practical steps for coming up with powerful new ideas.
Every day we make choices. Coke or Pepsi? Save or spend? Stay or go? Whether mundane or life-altering, these choices define us and shape our lives. Sheena Iyengar asks the difficult questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Sheena Iyengar's award-winning research reveals that the answers are surprising and profound. In our world of shifting political and cultural forces, technological revolution, and interconnected commerce, our decisions have far-reaching consequences. Use THE ART OF CHOOSING as your companion and guide for the many challenges ahead.