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Published on Jan 28, 2010
Choice is a powerful tool to define ourselves and mold our lives -- but what do we know about the wants, motivations, biases, and influences that aid or hinder our endeavors?
In her new book THE ART OF CHOOSING, Columbia University professor Sheena Iyengar, a leading expert on choice, sets herself the task of helping us become better choosers. She asks fascinating questions: Is the desire for choice innate or created by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Ultimately, she offers unexpected and profound answers, drawn from her award-winning, discipline-spanning research.