Alexis de Tocqueville, the French thinker who keenly chronicled early American society, described the consequences of ever-increasing choice more than 170 years ago:
In America I have seen the freest and best educated of men in circumstances the happiest to be found in the world; yet it seemed to me that a cloud habitually hung on their brow, and they seemed serious and almost sad even in their pleasures…. They clutch everything but hold nothing fast, and so lose grip as they hurry after some new delight.
A clear right answer and the opportunity to change the options? This is the chooser’s dream.
Sheena IyengarThe ability to choose well seems to depend in no small part upon our knowing our own minds. And when we ask for more choice, we seem to be saying, “I know what I want, so however much choice you give me, I will be able to pick out the thing that I want.” We firmly believe that no matter how many alternatives we’re given, ultimately we’ll know which door we prefer to walk through. Yet, paradoxically, asking for more choice is also an admission that we don’t always know what we want, or that we are changeable enough that we cannot know what we want until we are in the moment of choosing. And it’s clear that after a certain point, the amount of time and energy directed toward choosing counteracts the benefits of the choice.
Sheena IyengarWe are sculptors finding ourselves in the evolution of choosing, not in the results of choice.
Sheena IyengarTag: science-of-mind
life has a way of poking holes in your plans, or in the plans others make for you
Sheena Iyengarno matter how prepared we are, though , we can still have the wind knocked out of us.
Sheena Iyengarour lives are shaped for better or worse, to move forward along largely unmapped terrain. to what extent can you direct your own life when you can see only so far and the weather change quicker than you can say?
Sheena Iyengarbut in public school i learned that it was not only natural but desirable that i should make my own decisions. it was not a matter of cultural background or personality or abilities; it was simply what was true and right
Sheena IyengarConsumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.
Sheena IyengarTag: choices shopping over-stimulation
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