Thursday, October 7, 2010

The Art of Choosing by Sheena Ivengar

This is a fascinating book.  We think we choose independently.  The truth, however, is that we are greatly influenced in our choices.  Ivengar has done many studies on her own and she reports on many others.  Her famous "jam" experiment showed that more options from which to choose does not always make a better situation for the one choosing.
She covers all kinds of topics, from how groups order food or beverages when eating together to how placement of candidates on a ballot influences voting.  We think we choose our clothing.  However, the colors (and styles) are chosen for us years in advance.
I listened to the audio and was pleased to hear a conversation with the author at the end.  Ivengar is blind and one question she was asked was how she chose the photographer for her book jacket as well as the clothing she wore.
This is a great book to clear some some of the misconceptions about choice and how we decide.  It is very enlightening.

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