Iyengar, Sheena (1505574)
Iyengar, Sheena (1505574)

Sheena Iyengar

Sheena Iyengar's groundbreaking research on choice has been funded by the National Science Foundation, the National Institute of Mental Health, and the National Security Education Program. She holds degrees from UPenn, The Wharton School of Business, and Stanford University. She is a professor at Columbia University, and a recipient of the Presidential Early Career Award. Her work is regularly cited in periodicals as diverse as Fortune and Time magazines, the NYT and the WSJ, and in books such as Blink and The Paradox of Choice.


The Art of Choosing

The Art of Choosing

by Sheena Iyengar

Every day we make choices. Coke or Pepsi? Save or spend? Stay or go?



Whether mundane or life-altering, these choices define us and shape our lives. Sheena Iyengar asks the difficult questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do ...

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