Sheena Iyengar

The Art of Choosing

1. IDEA 1

   Choice gives a sense of control

   Iyengar argues that people and animals seek choice because it gives a feeling of control. She describes research suggesting that having some control over daily life is linked with better wellbeing.

2. IDEA 2

   Cultures understand choice differently

   Iyengar compares individualist cultures, which see choice as personal self-expression, with collectivist cultures, which often value choices made with family or community. Both views have strengths. Neither, she argues, is simply right or wrong.

3. IDEA 3

   Who chooses can change motivation

   In one study Iyengar describes, children from some backgrounds did better on puzzles when their mothers chose them, while others did better choosing alone. She uses this to show culture shapes how choice motivates.

All 8 ideas from The Art of Choosing →