We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.
Sheena IyengarWe're born with the desire, but we don't really know how to choose. We don't know what our taste is, and we don't know what we are seeing.
Sheena IyengarChoice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.
Sheena IyengarWhat we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.
Sheena IyengarI don't know if I approach choice any differently than the sighted people do, but what I am very cognizant of is that choice does have limits and because of that I really try to take advantage of the domains in which I do have choice.
Sheena IyengarPeople were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.
Sheena Iyengar