I could wear makeup today, and one person would say it looks bland, another would say it looks fake, and another might tell me I look really natural. Everyone is convinced their opinion is the truth, and that's what I struggle against.
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 IyengarSo it was constantly going back and forth between these two cultures that kept raising the question, well, how important is personal freedom? And I think that has always been of interest to me.
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 think of choosing as a... both a fun and an effortful activity and I think of choice as something that in order for you to really get what you want out of it you have to put a lot into it and so I'm only willing to do that for a few different things and for the rest I really just try to either satisfy, come up with a simple rule or let somebody else make the choice.
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