I think I was always informally thinking about choice from when I was a very young child because I was born to Sikh immigrant parents, so I was constantly going back and forth between a Sikh household and an American outside world, so I was going back and forth between a very traditional Sikh home in which you had to follow the Five K's.
Sheena IyengarNow to what...? How we teach people to make choices and the things they're going to make choices over - that is culturally learned.
Sheena IyengarFirst-generation children were strongly influenced by their immigrant parents' approach to choice. For them, choice was not just a way of defining and asserting their individuality, but a way to create community and harmony by deferring to the choices of people whom they trusted and respected.
Sheena IyengarWhen I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.
Sheena Iyengar