I was living, growing up in a very traditional household and yet at the same time I was going to school in the United States where I was taught the importance of personal preference, so at home it was all about learning your duties and responsibilities whereas in school it was all about well you get to decide what you want you want to eat.
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 IyengarIf you truly have expertise - and expertise can be say a chess master who has really mastered something or an artist or a musician of some sort you know if you give a jazz musician.
Sheena IyengarYou know if they said kindness or funniness was really most important to them then they will be more likely to say yes to the person that they thought was kind and funny.
Sheena IyengarConsumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.
Sheena IyengarMost of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.
Sheena Iyengar