I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.
Sheena IyengarWhat leads us astray is confusing more choices with more control. Because it is not clear that the more choices you have the more in control you feel. We have more choices than we've ever had before.
Sheena IyengarI've done a number of studies with speed dating and Match.com and what's interesting is that you know we still walk into a speed dating event, you know, thinking about what it is we're looking for in a mate and so you ask people, like women will say "I'm looking for somebody who is really kind and sincere and smart and funny."
Sheena IyengarThe quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves in a situation in which we're forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.
Sheena Iyengar