Life is perpetually testing us not only by administering these "thousand natural shocks" but by making us choose among them. Rarely is the answer as easy and obvious as "cake." In the most challenging predicaments, perceived causality for an undesirable outcome, even if there was no clearer or better choice, can be a debilitating burden. We frequently pay a mental and emotional tax for freedom of choice.
Sheena IyengarIt's easy to assume people are conforming when we witness them all choosing the same option, but when we choose that very option ourselves, we have no shortage of perfectly good reasons for why we just happen to be doing the same thing as those other people; they mindlessly conform, but we mindfully choose. This doesn't mean that we're all conformists in denial. It means that we regularly fail to recognize that others' thoughts and behaviors are just as complex and varied as our own. Rather than being alone in a crowd of sheep, we're all individuals in sheep's clothing.
Sheena IyengarReflective processing allows us to handle highly complex choices, but it is slower and more tiring than the automatic system. It requires motivation and significant effort.
Sheena IyengarUnlike captive animals, people’s perceptions of control or helplessness aren’t entirely dictated by outside forces. We have the ability to create choice by altering our interpretations of the world.
Sheena IyengarPeople who perceive the negative experiences in their lives as the result of uncontrollable forces are at a higher risk for depression than those who believe they have control
Sheena Iyengarhow much choice the animals technically had was far less important than how much choice they felt they had
Sheena IyengarIt seems to him there are / a thousand bars; and behind the bars, no world.” Whether the bars are real or metaphorical, when one has no control, it is as if nothing exists beyond the pain of this loss.
Sheena IyengarWhat affected people’s health most in these studies wasn’t the actual level of control that people had in their jobs, but the amount of control they perceived themselves as having.
Sheena IyengarWhy is choice powerful, and where does its power come from? Do we all choose in the same way? What is the relationship between how we choose and who we are? Why are we so often disappointed by our choices, and how do we make the most effective use of the tool of choice?
How much control do we have over our everyday choices? How do we choose when our options are practically unlimited? Should we ever let others choose for us, and if yes, who and why?
When we speak of choice, what we mean is the ability to exercise control over ourselves and our environment. In order to choose, we must first perceive that control is possible.
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