Fate, chance, or choice

For the last 20 years, Sheena Iyengar has been studying choice. At INK2011 she demonstrates how choice is one of the most powerful tools we have for shaping ourselves, our lives, and our futures.

Recorded at INK2011, Jaipur, India


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About the Speaker

Sheena Iyengar

Social psychologist, professor

Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous "jam study," done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we're presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.)


Iyengar's research has been informing business and consumer-goods marketing since the 1990s. But she and her team at the Columbia Business School throw a much broader net. Her analysis touches, for example, on the medical decisionmaking that might lead up to choosing physician-assisted suicide, on the drawbacks of providing too many choices and options in social-welfare programs, and on the cultural and geographical underpinning of choice. Her book The Art of Choosing shares her research in an accessible and charming story that draws examples from her own life.

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Jagjit Singh

Dear Sheena,

I have gone through your book and I work with a rural schools for girls in Punjab and where they need your presence for a one to one interaction for making their choices in life. Your visit could be transformational -turning them from meek sparrows to hawks . -Jagjit Singh; jagjitsingh.lotay@ymail.com

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