When Japanese went to Hawaii they would go straight and buy the same thing that they would buy in Japan. They just got it cheaper, which they liked. And so they would still eat the red bean ice cream or the green tea ice cream, but they didn't really take advantage of the variety and it wasn't clear that they cared.
Sheena IyengarAlso if they choose from more options than fewer options they're less satisfied with what they choose and that is true whether they're choosing chocolates or which job offer to accept.
Sheena IyengarNow if you expand their choice set. Say you give them 20 different speed dates, everything goes out the window. Everybody starts choosing in accordance with looks because that becomes the easiest criteria by which to weed out all the options and decide "So who am I going to say yes to?"
Sheena IyengarYou know, you take a little infant and you turn on the music mobile on their crib and you find that if you give them a music mobile which turns on automatically versus a music mobile in which - if by chance their little legs or their little hands accidentally touches it - turns on they're so much more excited if by chance it turns on because they touched it, so that desire for control over their environment is... really appears from very early on and if you look at children's first words, "no, yes."
Sheena IyengarThe saying goes that history repeats itself; personal histories do the same. We can gather the lessons of others' lives through observation, conversation, and by seeking advice. We can use the automatic system to find out who the happy people are, and the reflective system to evaluate how they got to be that way. Pursuing happiness need not be a lonely endeavor. In fact, throwing in our lot with others may be a very good way of coping with the disappointments of choice.
Sheena Iyengar