We began to look at "Why is that?" And a large part of that has to do with the fact that when people have a lot of options to choose from they don't know how to tell them apart. They don't know how to keep track of them.
Sheena IyengarThey [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.
Sheena IyengarI mean can you walk to school on your own? Can you study science? Can you study math? Can you go to a normal school? Do you need to go to a special school? What is going to become of you when you grow up? Are you going to have to live on social security and SSI?
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 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 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