Sheena Iyengar Quote

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 freedom is that it means freedom from the political, economic, and spiritual shackles that have bound men, which defines it as the absence of others forcibly interfering with the pursuit of our goals. In contrast to this freedom from, Fromm identifies an alternate sense of freedom as an ability: the freedom to attain certain outcomes and realize our full potential. Freedom from and freedom to don’t always go together, but one must be free in both senses to obtain full benefit from choice. A child may be allowed to have a cookie, but he won’t get it if he can’t reach the cookie jar high on the shelf.

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 freedom is that it means freedom from the political, economic, and spiritual shackles that have bound men, which defines it as the absence of others forcibly interfering with the pursuit of our goals. In contrast to this freedom from, Fromm identifies an alternate sense of freedom as an ability: the freedom to attain certain outcomes and realize our full potential. Freedom from and freedom to don’t always go together, but one must be free in both senses to obtain full benefit from choice. A child may be allowed to have a cookie, but he won’t get it if he can’t reach the cookie jar high on the shelf.

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About Sheena Iyengar

Sheena S. Iyengar is the S.T. Lee Professor of Business in the Management Department at Columbia Business School, widely and best known as an expert on choice. Her research focuses on the many facets of decision making, including: why people want choice, what affects how and what we choose, and how we can improve our decision making. She has presented TED talks on choice and is the author of The Art of Choosing (2010).