I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.
Sheena IyengarWhat's interesting is that the way we go about finding our marriage partners today is quite different from the way it used to be in this culture.
Sheena IyengarIf you have the feeling of choice, if you feel free, you will be better off. And when I say better off I mean that if people feel they have control over their lives, they call in for fewer sick days from work. They have a lesser probability of having a heart attack or stroke. They live longer. They're happier.
Sheena IyengarI 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 Iyengar