by Sheena IyengarTwelve, Hatchett Book Group
~ Review in Halifax Herald, May 2010
As humans we want choices. We like to weigh the odds and ponder. Sometimes we act impulsively, making choices without thinking, even when those choices have far reaching consequences. Sheena Iyenga, in her new book, The Art of Choosing, says it is the act of choosing we love, perhaps more than the result. Indeed, after the choice is made, self-doubt can set in, causing us to question our decision.
Iyengar has researched choice for many years. She catapulted to research ‘stardom’ with her now famous jam experiment, in which a taste test showed that people were much more likely to buy the product if the number of choices were less rather than more.
Through choice, we construct our lives, she says. We like to think of ourselves as unique - but to not too unique. Not really. “What we want is something a little less extreme that true uniqueness. . . we want to stand out from the majority, but usually not in a way that makes us part of a glaring and lonely minority.”
She is clear - advertising creates trends, dictates fashion and convinces us that certain products are ‘sexy’ or ‘trendy’. Bottled water is a classic example. It is often the same water we can get by turning on the kitchen faucet, yet it sells in large quantities. Why is this? she asks. And can we change how we choose?
The Art of Choosing is thoughtful and thought-provoking. Iyengar presents her research and conclusions in clear, accessible prose which is entertaining, fascinating and more than a little frightening as she posits just how much real choice we have.
Understanding one’s choices is a creative process, she says. And “insisting on more when one already has a great deal is usually a sign of greed. In the case of choice, it is also a sign of the failure of the imagination, which we must avoid or overcome if we wish to solve our multiple choice problem.”
Sheena Iyengar is a professor of business at Columbia University. She has studied choice for many years and is a leading expert on the subject. This is her first book.
