“ Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item. Sheena Iyengar
“ In America we tell our parents to bring their child home and put him or her in a crib; as they get older, children sleep in they own room not in Mom and Dad's room. What are we training them for? It's… Sheena Iyengar
“ Erich Fromm in his 1941 book Escape from Freedom, about the nature of one of our culture’s most cherished values. Fromm argues that freedom is composed of two complementary parts. A common view of fre… Sheena Iyengar
“ Life hands us a lot of hard choices, and other people can help us more than we might realize. We often think we should make important decisions using just our own internal resources. What are the pros… Sheena Iyengar
“ When the options are few, we can be happy with what we choose since we are confident that it is the best possible choice for us. When the options are practically infinite, though, we believe that the… Sheena Iyengar
“ At its best, choice is a means by which we can resist the people and the systems that seek to exert control over us. But choice itself can become oppressive when we insist that it is equally available… Sheena Iyengar
“ Like the swimming rats in Richter’s experiment, we can survive for only so long without solid ground beneath our feet; if the choices aren’t real, sooner or later we will go under. It’s important, the… Sheena Iyengar
“ The quality of health care continues to improve, and people are living longer, but these developments mean that we’re likely to eventually find ourselves in a situation in which we’re forced to make d… Sheena Iyengar
“ Whether we do it consciously or subconsciously, we tend to organize our lives to display our identity as accurately as possible. Our lifestyle choices often reveal our values, or at least what we’d li… Sheena Iyengar
“ One could even argue that we have a duty to create and pass on stories about choice because once a person knows such stories, they can’t be taken away from him. He may lose his possessions, his home,… Sheena Iyengar
“ For animals, the confinement of the body is the confinement of the whole being, but a person can choose freedom even when he has no physical autonomy. In order to do so, he must know what choice is, a… Sheena Iyengar
