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Monday, August 30, 2010

Sheena Iyengar & the Power of Choice

Choice, according to Columbia Business School Professor Sheena Iyengar, author of The Art of Choosing, is the most powerful tool we have available to us. At the same time, choice is the source of intense paradox: too many choices can paralyze and not enough choices can disappoint. Imagine the potential dilemmas for the retail experience!

In the following Knowledge@Wharton presentation, Sheena Iyengar addresses "the need to separate choices that are "meaningful and uplifting" from those that tend to distract us or that lead to unwise decisions. Choice, she says, is "the most powerful tool that we have in our lives. It enables us to go from who we are today to whom we want to be tomorrow. But it does not fulfill all our needs.""

The presentation lasts one hour.  I strongly recommend that you find the time to listen to it. Iyengar's words are mesmerizing and her observations profound.

If you'd like a pdf transcript of Sheena Iyengar on the Power of Choice -- and Why It Doesn’t Always Bring Us What We Want, click on this link. The document is 15 pages long.

[Subscribers, please click on the link to view the YouTube video of Sheena Iyengar on the Power of Choice.]


Will you let me know your reactions? How do you see applying some of these observations about the power of choice to your retail experience?

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