In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.
Sheena IyengarThe quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves in a situation in which we're forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.
Sheena IyengarThe phantasmagoria, the actual experience that we try to understand and organize through narrative, varies from place to place. No single narrative serves the needs of everyone everywhere.
Sheena IyengarAbout the only question that we would say and this is a big one in our lives that we would say you don't just use pure reason to decide the answer to is anything that affects your happiness, because then gut and reason answer very different questions. So gut tells you "How do I feel about this right now?"
Sheena Iyengar