The Art of Choosing

Fascinating talk on choice!. Iyengar points out the following assumptions Americans (I would also argue North Americans) have regarding choice are a result of our culture and training and are not universal:

  1. Make your own choices
  2. More options > Better choices
  3. Never say no to choice

Iyengar also points out that we need to understand other cultures different attitudes toward choice and strive to develop a translation of understanding between these differences.