People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.
Sheena IyengarIn order to 'hold fast' to something, one must allow oneself to be held to something. That commitment may be one of the hardest things to practice in a world of so much choice.
Sheena IyengarBeing a Sikh meant having to do what Mom and Dad said, and going to temple, and Mom and Dad choosing who I would marry. But going to an American school taught me that I was the one who's supposed to make those choices.
Sheena IyengarI pick what are my priorities and I limit those priorities to less than five in my life and really in those particular areas put in the energy to try to make good choices.
Sheena IyengarAbout the only question that we would say and this is a big one in our lives that we would say you don't just use pure reason to decide the answer to is anything that affects your happiness, because then gut and reason answer very different questions. So gut tells you "How do I feel about this right now?"
Sheena Iyengar