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Quote by Sheena Iyengar

“I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.”

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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“I do think that there are cultural differences in the extent to which we value having more and more choice.”

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“When 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.”

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“I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One choice? I gave you Coke, Pepsi, Ginger Ale, Sprite. They saw that as one choice. Now why was that one choice? Because they felt, well, it was just all soda.”

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“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.”

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“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.”

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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.”

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