You know, whether it be humans or animals. So even humans - before we can speak or we can understand a baby's cognition - they're already showing us signs that they want choice.
Sheena IyengarWe either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?
Sheena IyengarWhen Japanese went to Hawaii they would go straight and buy the same thing that they would buy in Japan. They just got it cheaper, which they liked. And so they would still eat the red bean ice cream or the green tea ice cream, but they didn't really take advantage of the variety and it wasn't clear that they cared.
Sheena IyengarBeing a Sikh meant having to do what Mom and Dad said, and going to temple, and Mom and Dad choosing who I would marry. But going to an American school taught me that I was the one who's supposed to make those choices.
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 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 Iyengar