The art of choosing

Books

An Apple Store customer asks for the latest iPhone in black but suddenly changes his preference to white when he sees the choices others are making. A resident of a former communist country is offered a fizzy drink from a wide selection but picks at random; soda is soda, he says. Though the child knows she shouldn't press the big red button (absolutely not!), she finds her hand inching forward. A young man and woman decide to marry -- knowing that the first time they meet will be on their wedding day. How did these people make their choices? How do any of us make ours? 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 The Art of Choosing, Columbia University professor Sheena Iyengar, a leading expert on choice, sets herself the Herculean task of helping us become better choosers. She asks fascinating questions: Is the desire for choice innate or created by culture? Why do we ...