I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.
Sheena IyengarBalancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.
Sheena IyengarAnd guys will say looks matter, but they'll also say things like "Well, she should be smart and kind." And you know those are... so the typical responses and if you give them just a few options, like five or six, then they will rate them on the very characteristics that they said were really important to them.
Sheena IyengarI used to go to this store called Draeger's and you had a little bit of that same feeling because this was a store that offered you so many varieties, things you'd never contemplated before, you know like 250 mustards and vinegars and over 500 different kinds of fruits and vegetables, or over 2 dozen different types of water.
Sheena IyengarYou know, or three kinds of ice cream bars and you'd see this and like this... okay they could clearly benefit from some more choices and I remember having these discussions with the Japanese because they you know they often like to go to Hawaii for vacation because it was definitely much cheaper for them and I would ask them, "So when you go to Hawaii, you know do eat all these other things?"
Sheena Iyengar