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Quote by Sheena Iyengar

“I mean we might even go to war as to whether we love Coke or Pepsi and our whole identity is wrapped up in that choice. You know, for the Russians they felt that these minor differences between these various sodas was just hyped up and irrelevant.”

Quote by Sheena Iyengar

Author

Sheena Iyengar is a distinguished professor of business at Columbia University, recognized for her work in behavioral economics. Born on November 29, 1969, she has made significant contributions to our understanding of consumer choice and decision-making processes. more

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“You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.”

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“There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.”

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“We are often in society told to make decisions in one of two ways. We're either told "Use your gut, just go with how you feel about it and let that guide you," or we're told to use reason - some very deliberative methodical process of pros and cons and really thinking it through.”

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“Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.”

Ifs Way Should Different Reason Use Doubt Bears No Doubt Guts Odds Expertise Susceptible

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“About the only time our gut can truly outperform our reason is if we truly have developed a kind of informed intuition. So that means the chess master or someone who has really thought about it and given themselves feedback on a particular activity for at least 10,000 hours or more.”

Ifs Kind Mean Reason Given Hours Particular Masters Activity Intuition Chess Guts Only Time Feedback

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“In the wintertime, in the snow country, citrus fruit was so rare, and if you got one, it was better than ambrosia.”

Ifs Country Fruit Snow Wintertime Citrus Ambrosia

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“About 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?"”

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Author:Sheena Iyengar

“So gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even a few minutes from now. It just tells me how I'm feeling right now.”

Feels Feelings Minutes Tomorrow Right Now Guts

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“So for decisions about happiness you essentially need at least both and probably even more than that, you probably also need to do analysis that doesn't involve yourself to get at the answer of what will make you happy in 10 years.”

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“What'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.”

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Author:Sheena Iyengar