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The Art of Choosing

Sheena Iyengar

3.84 · Rating details · 5,945 ratings · 505 reviews

Every day we make choices. Coke or Pepsi? Save or spend? Stay or go?

Whether mundane or life-altering, these choices define us and shape our lives. Sheena Iyengar asks the difficult questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do we sometimes choose against our best interests? How much control do we really have over what w ...more

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Paperback, 368 pages

Published March 9th 2011 by Twelve (first published January 1st 2010)

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May 12, 2011 Jennifer rated it liked it · review of another edition

I had to read this non-fiction book quite slowly, over the course of a month, annoying friends and colleagues by citing Iyengar's studies as they attempted to choose items off a menu, though even this slow pace wasn't long enough to really make the information stick in my brain.
Iyengar presents a rather overwhelming amount of information on her enormous and fascinating topic, mostly in the form of psychology experiments about how people choose things and make decisions both trivial and life or d I had to read this non-fiction book quite slowly, over the course of a month, annoying friends and colleagues by citing Iyengar's studies as they attempted to choose items off a menu, though even this slow pace wasn't long enough to really make the information stick in my brain.
Iyengar presents a rather overwhelming amount of information on her enormous and fascinating topic, mostly in the form of psychology experiments about how people choose things and make decisions both trivial and life or death...these experiments on far-flung subjects are glued together by her own analysis, antecdotes, and musings. So much material was presented on so many aspects of choice that I felt its significance continually slipping from my grasp. Because of the sheer scope of the topic, and the sometimes contradictory conclusions that the studies showed, it was tricky as a non-psychologist to synthesize the material into a coherent outline. In a few instances does the book have a take-home message that was easy enough to hang on to and those bits were the most interesting to me (especially in the discussion of situations where one is presented with so many choices, for example in health care plans or retirement investments, that one gives up or procrastinates and decides not to choose at all, thereby making the worst possible choice)
Taken to its logical conclusion, "the art of choosing" starts with the selection of strawberry jam over rasperry, but expands to cover the whole act of making life decisions (or not making decisions) and inevitably lands on the eternal question of when and whether to assign life's twists and turns to chance, fate, or choice. In this way it felt like a timely book to read when every street corner in my town is plastered with Credit Suisse adverts proclaiming "Erfolg ist die Summe richtige Entscheidungen" (Success is the summation of a series of correct decisions). Iyengar points out in her own way that this is sometimes the case and sometimes not. Sometimes, for example, it can even be far better to have someone else make choices for you (chapter on doctors making difficult medical decisions and effect on guilt-grief).
The ending dips its toe into a big pool of philosophical questions...maybe she had no choice but to go there, but I find these big questions are more elegantly dealt with in fiction or straight up philosophy.
Living in a time where a huge number of choices present themselves, and a country where everyone likes to be or at least consult with an expert on every choice, and feeling occasionally overwhelmed by this, I appreciated the following sentence from the book "To begin with, we have to change our attitudes toward choice, recognizing that it is not an unconditional good. We must respect the constraints on our cognitive abilities and resources that prevent us from fully exploring complex choices, and stop blaming ourselves for not finding the very best option every time."
There is alot of worthwhile information in the book, and I highly recommend reading it despite the 3-star rating. Iyengar is a sympathetic, funny, and insightful writer and thinker. It's just that it may make your head spin a little...and bring about unwanted bouts of commentary at resteraunts. ...more

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Jun 08, 2012 Prashant rated it it was amazing · review of another edition

Shelves: awesome-reads

Here are a few lines from the wiki profile of the author

Sheena Iyengar was born in Toronto, Canada in 1969. Her parents had emigrated there from Delhi, India.
...........................
When Iyengar was three years old, she was diagnosed with a rare form of retinitis pigmentosa, an inherited disease of retinal degeneration. By 6th grade, Iyengar had lost the ability to read, and by 11th grade, she had lost her sight entirely and could only perceive light. Iyengar’s life had also taken another ...more

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Mar 19, 2020 Lata rated it liked it · review of another edition

Shelves: bipoc-author, auth-f, x2020-read, x2020-tbr-cleanup

3.5 stars Pretty interesting. I liked the three major areas the author concentrated on: a) culture plays a part in how we see choice in our daily lives, b) too much choice isn't good, c) sometimes we actually would prefer is someone else made a choice where the stakes are really high.
I did learn a few things from this book, though a few were self-explanatory. And though Sheena Iyengar did open with a discussion of how choice is perceived throughout different cultures, she did not go into any gre ...more

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Apr 01, 2010 Trish rated it it was amazing · review of another edition

Shelves: nonfiction, social-science, science

By the time I finished this book I found I wanted to start it all over again. Sometimes I think I may have missed my calling, by not pursuing the field of decision-making. I am so bad at it, and yet I recognize that it is the key to navigating the modern world in the West, where the simplest decisions are rendered ridiculously complex by the plethora of choice.

Iyengar covers the waterfront with her examination of choice, from birth to death, and addresses many of the major life choices most of ...more

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Jun 22, 2012 Mary rated it liked it · review of another edition

Shelves: choice

Okay, so I'm probably starting out with a spoiler, but Sheela Iyengar is the person who conducted the jam study--that jam study! In books about choice, this is like being Keith Richards. For those of you unfamiliar, the jam study took place in a super-market: 20 kinds of jams on display to taste, people were less likely to buy a jam than 7 kinds of display. The magic number is 7 + or - 2, not coincidentally like how many items we can keep in our short-term memory. Iyengar, unlike some other auth ...more

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Apr 28, 2010 Andrew rated it liked it · review of another edition

This book discusses some research (by the author and others) about how we make choices, and how having too many choices can lead to difficult decision making. But it's interesting that the author chooses to ignore all the existing research that contradicts the point she is trying to make.

Take for example her "jam study", where people offered 6 varieties of jam samples were much more likely to buy jam in a store than those offered 24 different samples. The author is well aware that other research This book discusses some research (by the author and others) about how we make choices, and how having too many choices can lead to difficult decision making. But it's interesting that the author chooses to ignore all the existing research that contradicts the point she is trying to make.

Take for example her "jam study", where people offered 6 varieties of jam samples were much more likely to buy jam in a store than those offered 24 different samples. The author is well aware that other researchers have replicated this study and found no effect. There was even a recent paper published with a meta-analysis of about 50 similar studies. They found many instances where having more options to choose from made decision making easier. But, they also found many studies with the complete opposite conclusion, and in a good number of studies there was no effect at all. The average effect over all of the studies was nearly zero. It seems to me that the interesting research question would therefore be about what conditions led to the different results of these studies (why are more options better in certain cases, while fewer options are better in others). Even if the author disagrees with those contradictory results, they should have at least been mentioned. Instead, the author specifically states on page 190, without any footnotes or references to research, that other similar studies consistently come up with the same results as the jam study. This is not true.

Another thing that bothers me about this book and this type of research is the tendency of some people to interpret these results as an argument in favor of government restriction of choices. The claim is that people will be happier if they have fewer choices, thus the government should either limit our choices directly or redistribute income so that eventually less is produced and we have fewer available options. The author doesn't explicitly advocate this interpretation, though, so I shouldn't blame her for the idiocy of others.

Though I disagreed with some of the conclusions, this was still a thought-provoking book, and I would recommend it to others. ...more

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Apr 18, 2012 Max rated it really liked it · review of another edition

Shelves: personal-development, psychology

Outstanding and prolific, amazing book by an awesome author

"We do the same thing in our lives- embracing information that supports what we already prefer or vindicates choices we made. After all, it feels better to justify our opinions rather than challenge them"
-my pick of the quotes from the book

The Introduction is warm and amiable, you get to picture a little bit of the writer's life and character, events in her past which then shaped her life and including the project of this book, when you ...more

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Aug 21, 2011 Hubert rated it it was amazing · review of another edition

Shelves: psychology, cambridge-book-club

Effectively written: takes the issue of choice from various perspectives, cultural, psychological, evolutionary, and business. The beginning and the final chapters were the best; the book really takes off after she describes her Menlo Park jam experiment. In general the coolest parts of the book involved her description and distillation of important psychological experiments which involve the subject of choice.

One aspect of choice she may consider more deeply is how our morality affects decision ...more

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Jun 10, 2015 Wouter rated it really liked it · review of another edition

I came across this book by accident so it wasn't a choice by adding it on my toread list. The more I read, the more it reminded me of a book I read last year; "Willpower" by mr. Baumeister, and I liked that book a lot. The Art of Choosing is a pleasant read full of stories and weird psychological/social experiments done in very different domains and it keeps on entertaining that way.
The only downside I can think of is that it's not a ver practical book; don't expect to learn the "3 rules of thu ...more

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Jul 02, 2019 Mehrsa rated it liked it · review of another edition

I really liked the first 1/3rd of this book and then the rest of it just devolved into the same old behavioral econ stuff that every single other book just rehashes. I am so tired of it. Then when I read the acknowledgements, it totally made sense. Seems her main inspiration for writing a book was a conversation with Malcolm Gladwell. It's too bad because I wanted to hear more about Iyengar's own very fascinating life and experience. Instead, it was the book Gladwell would have written about cho ...more

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Mar 16, 2010 Charlotte rated it it was amazing · review of another edition

I absolutely loved this book. The author goes to great lengths to clarify why we make the choices we make. She looks at how we are raised helps influence how we approach decisions, how other influence us in the moment of making a choice, how we really feel about the choices we make and how even when you abstain from making a choice you are still making a choice.
I really enjoyed reading this as it was able to be both personal and informative. i hope this doesn't end up getting lumped in with "T ...more

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Oct 15, 2012 Chhun rated it really liked it · review of another edition

What I really learn about Sheena is that she taught me about her excitement and optimism in choosing. She didn't choose blindness, and being blind took many options off the table, but her bodily condition that she didn't choose let her to make the most of what she could choose.

Whether or not, we have to choose because we are the master of our choice; otherwise, we'll find ourselves trapped as a slave of choosing. Remember we have the power to go from where are today to where we want to be tomorr ...more

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Mar 03, 2010 Trish rated it it was ok · review of another edition

p265: It is tempting to promote choice as the great equalizer--after all, that's what so many dreams, including the American one, are built on. ... We should not, however, take this to mean that faith, hope, and rhetoric alone are sufficient. Like the swimming rats in Richter's experiment, we can survive for only so long without solid ground beneath our feet; if the choices aren't real, sooner or later we will go under.

...more

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Aug 22, 2017 Robyn Morgan rated it really liked it · review of another edition

Shelves: on-the-shelf

"Choice draws power from its promise of almost infinite possibility, but what is possible is also what is unknown. We can use choice to shape our lives, but we still face great uncertainty."

And sometimes, in some very special circumstances, it's better not to have any choices at all.

...more

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May 29, 2020 Janet rated it really liked it · review of another edition

The author is a professor at the Columbia University School of Business. I heard her interviewed on NPR about this book and it sounded very interesting, which it was. It covers trivial decisions to those that have major implications.

https://www.ted.com/talks/sheena_iyen... ...more

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Jan 10, 2011 Drani rated it liked it · review of another edition

As the author detailed her social experiments on choice, I kept thinking how fun it would be to do those experiments. Being a social scientist sounds like fun! There's no but -- I still wish I could spend my day thinking of ways to see how people think.

I first heard of Sheena Iyengar when I saw her TED talk. She writes very much as she speaks -- very simply, personally, and engagingly. I was initially a little put off by her personal anecdotes, thinking that they didn't address her issues so muc ...more

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Apr 25, 2011 Diane S ☔ rated it liked it · review of another edition

Didn't like it quite as much as many of the reviewers on this site. Found the experminets with the rats (and I don't like rats) and the dogs (my uber dog lover Katherine would find these very disturbing) cruel to say the least. Also much of the book seemed to be what one could figure out using common sense. Did learn and few things and some parts of this book were more interesting than others. ...more

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Mar 23, 2016 Sheena Abraham rated it it was amazing · review of another edition

It's one of those books you want to read a few times over to fully grasp. It can get long and comprehensive, but the idea of choice and perception is very meaningful. Sometimes what we think is real isn't real and vice versa. ...more

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Apr 20, 2010 HBalikov is currently reading it · review of another edition

This is being compared to The Paradox of Choice: Why More Is Less by Barry Schwartz

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May 31, 2014 David rated it really liked it · review of another edition

I seldom write a long critique on a book because i) I choose the book because it is my decision ii) whatever I write should not alter other people POV iii) to back up with ii), hopefully providing a more neutral ground for other readers to decide to buy, to borrow, to read or just to read the review...Decisions, decisions, decisions..many decisions to be made in the modern days..author is, new to me, since I have not exposed too much to the reading field of decision making. Author is very well k I seldom write a long critique on a book because i) I choose the book because it is my decision ii) whatever I write should not alter other people POV iii) to back up with ii), hopefully providing a more neutral ground for other readers to decide to buy, to borrow, to read or just to read the review...Decisions, decisions, decisions..many decisions to be made in the modern days..author is, new to me, since I have not exposed too much to the reading field of decision making. Author is very well known in the research field on "choosing" which is very interesting to me as my interests is focus on consumer behavior...which choosing is the foundations towards service marketing, advertising, consumptions, reckless consumptions, environmental wastes, etc...to refer to the Chinese translation I picked up, I am going to pick out on specific pages because these are the interesting aspects. To move forward a bit, this book was good to read at first, but then, the focus of the book got dispersed, and started to be less interesting and it seems that author has used a lot of research backings at the first half of the book, then it became the personal opinion on her moral standings about decision making which is ok, but not perfect. In the Chinese translation version: i) Page 35: Author points out that it is important that people feel they must have a decision choice to control, it does not matter whether they have the actual power to control..again..as long as they "FEEL" they have the power. (advertisers, HMO, etc later mentioned they have use this technique to undermine consumers and the public)ii) page 76: explaining American athletes are often describing their successes as personal journey rather than as a group back, supports to the betterment. Author did not go into the details of the culture aspects..American family often use the low language which relate to their overall culture and upbringings..(You are on your own), and the language is very direct (low)..and no grey area. Rather, a Japanese family and the culture are high language based which grey area are often used..American (individualism) vs Japanese (collectivism). iii) page 82: Author mentions Erich Fromm's Escape from Freedom: has two aspects: Freedom from and Freedom to. To me: freedom is much more than explaining this in absolute literal term. Freedom is when one has the rights "not to", "refrain from" doing what he/she wants to. (Self Control). Everyone wants to do what he/she wants is not freedom..because some want to kill, some want to hurt, some want to protect..the prior and often use expression do not cover every aspects nor cover the exact meaning of freedom. iv) page 85: explaining why the eastern bloc patients would rather have fewer doctors to choose because too many choices may not be good. And everyone has the same doctor will provide the "feeling" that equality is implemented. And it explains to some that less is more and decision without deciding may be better in life v) page 89 greatly reflects what author believes that America is a land of free..and she points out that "only" if you work hard and pursuit for your dream..but the best line Brad Pitt on "Killing Them Softly" movie: Jefferson was great because he created a best quote: All Men are created Equal. and Brad further cited that Jefferson is nothing more than a slave owner and at the end of the day, he would do the nasty with his slaves because he is rich..and in America, freedom has a price tag, you work hard, you get paid and that is all as realistic as it gets. America ain't free at all. vi) author points out that "everyone wants" to be different. Page 110 mentions "better than average effect"..actually everyone is the same. To me: I have a better expression: what you think has already became the history of what other think. vii) self intimacy is described on page 112. viii) page 122 mentions the importance of "importance of job" vs "importance of family time"..ix) page 125 almost mentions the theory of Similarity..(Similar people love to get together with similar people with the same interests or opposite interests may be?)..x) the THEME of this book: Logic vs Emotional decision. We are driven by emotional first, then logic kicks in later. The emotional drive is the automatic system embedded within ourselves. xi) great mentioning of we often think we are in a comfortable position and often we do not do anything about it..pg 148 xii) pg150. Shiller Case Index xiii) great mentioning of Confirmation Biases (pg 151) on interviews. Companies are too centric to look for someone who are already in their minds. xiv) mere exposure effect explaining when we are exposed to something that we feel neutral at the beginning, soon, we will becoming more in love with. pg177. And this is exactly what advertisers are using: to control the choices, then show the choices. xv) author further elaborates on pg195: our thinking system has 2 modes: Logic/thinking and subconscious/automatic.xvi) Priming: Instigating thoughts pg198 xvii) pg200-203: on election. whatever gets the vote ballot number 1: gets more vote. and yes, if looks can kill xviii) p. 232: Multiple/various choices often make us choosing the "best choices"..because it has gotten one too many. But it is important to provide many choices, so at least people CAN make at least/some best choices. xix) pg243-244: sometimes more different selections/less volume can provide consumers a comfortable choosing feel. and at times, fewer selections at the beginning can provide easing environment first and easier to choose when more items are added on. xx) Red Button Syndrome: the things that are more restricted tend to create the most curiosity. Reactance as called it. But reactance can draw backfire..eg: high tax on cigarettes will create black market and crime. xxi) Akrasia is mentioned as lack of self control and finally Camus's The Myth of Sisphus's theme is enjoy your ride even though it sucks and provide discomfort. But you still do it..xxii) Author provides a general guideline for choosing: a) reduce the volume b) built self confidence/self efficacy c) categorize d) self adjust. ...more

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Jun 06, 2020 High Plains Library District rated it it was amazing · review of another edition

Shelves: adult, andrea, nonfiction

This book is an interesting look into how we make choices. Iyengar has studied decision-making in a wide variety of contexts.

There are a variety of fascinating studies she notes during the book, showing interesting factors that affect our decision-making. She is most famous for her jam experiments, showing how we react to an overload of choices. In this experiment, she found that people might be more likely to sample jams if there are lots of options, we are more likely to buy them if there are ...more

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Mar 28, 2018 Nilesh Injulkar rated it really liked it · review of another edition

Shelves: self-help

A lot of studies have been mentioned in the book, there are lot of interesting psychological experiments referenced to support the point the author is trying to make. That way this book is really nice collection, summary of studies and experiments about choice and various aspects of it.

Practically speaking, though, it has a lot of information about complex topic like choice. Many observations of experiments even contradict with others adding more complexity to the already complex topic.
If you e ...more

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Feb 02, 2020 Ashutosh rated it it was ok · review of another edition

It revolves around discipline at the end. Books presented with several surveys and researches. It talks more about what you will do and sometime why you would do what you do but either not or very succinctly touches how to overcome it. The first chapter has been started with interesting stories but I kept waiting for any practical tips or any framework which the book failed to provide. Though, some notes I extracted I finished it in 10 hours only, it is a kind of causal read, no deeper instances ...more

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Oct 08, 2018 Jenn rated it liked it · review of another edition

Shelves: nonfiction

I might have learned more from this book if I had read it closer to its publication date, but by now I had already read about almost all the studies the author mentions in other places. I think a better title for this book would be A Discussion on Choice. You aren't going to get any practical tips about choosing until the afterword. ...more

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Aug 04, 2019 Janine added it · review of another edition

NDF at 24%, when it comes to self help books I am really picky and this book is not just for me

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May 31, 2020 Rachel Morrison rated it really liked it · review of another edition

There are some really fascinating studies in this book!

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Apr 10, 2019 Noelle rated it really liked it · review of another edition

Crazy spoiler for Sophie's Choice though ...more

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Jun 18, 2017 Lokesh Jindal rated it liked it · review of another edition

Definitely raised some interesting points. I can definitely pick up some important tips and use them to become less obsessive about making the right choice. Anyway... I will have to give it a second read...

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Oct 02, 2020 Marcelo Quintella rated it really liked it · review of another edition

This book is not for everyone. I'd certainly not classify it as a "must read".

But if you like reading about human behavior, this has some fascinating nuggets of information.

It's not quite "work related", but it has some applications. So here it goes.... ...more

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Jul 17, 2011 Josh rated it did not like it

Shelves: abandoned

I'm not so crazy about this book. I feel its reach exceeds its grasp. First I thought it was the pop-science genre in general, but when I picked up Brian Christian's Most Human Human I couldn't put it down. In comparison The Art of Choosing is sluggish, and sometimes a little out of left field.

For example, in a study she did with a grad student, they tracked "hundreds of graduating college seniors" describing their ideal job over a six to nine month period that it took the subjects to find work I'm not so crazy about this book. I feel its reach exceeds its grasp. First I thought it was the pop-science genre in general, but when I picked up Brian Christian's Most Human Human I couldn't put it down. In comparison The Art of Choosing is sluggish, and sometimes a little out of left field.

For example, in a study she did with a grad student, they tracked "hundreds of graduating college seniors" describing their ideal job over a six to nine month period that it took the subjects to find work: "each time, we asked them to rank the same 13 attributes of a job, including "high income," "opportunity for advancement," "job security," "opportunity for creativity," and "freedom to make decisions," from most to least important." (This appears on page 99-100, c03, end of section iv.)

She doesn't say what it is she was expecting to find, but she does talk about cognitive dissonance and how perceptions of self change retroactively as priorities change over time, as in "It wasn't just that they couldn't remember their original preferences but that they actively reimagined their past." I'm still on board here, but she concludes with: "the more successfully they were able to resolve this conflict, by creating a false but consistent story about their values in the life-defining category of "career," the better off they were. [emphasis mine] Those who recalled their past preferences less accurately were happier with the jobs they accepted. These protective illusions prevented them from recognizing their inconsistency, allowing them to choose in accordance with their latest priorities rather than feeling obligated to the ones they had outlined earlier in the process."

So how exactly does happier with a choice of job equal better off? Maybe it's just a poorly chosen phrase but it's awfully judgmental to just say "better". So, those who recalled their past preferences more accurately were less satisfied with their job choice and were ultimately worse off? Doesn't follow. Is it better because choice is in the name of the book? What about the people who wouldn't cognitively compromise and kept on their original course despite shifting priorities? Who's to say they're haven't made the better choice, sticking it out and following their dreams?

This isn't the only time I get this feeling of being led, either. Maybe I'm too skeptical for it, but this is a logical chasm I can't make myself cross. So I'm stopping at page 100 for awhile. ...more

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About Sheena Iyengar

Sheena Iyengar

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Sheena Iyengar is the S.T. Lee Professor of Business at Columbia University and a recipient of the Presidential Early Career Award. She holds an undergraduate degree from the Wharton School of Business and a doctorate in social psychology from Stanford University. Her work is regularly cited in periodicals such as the New York Times and the Wall Street Journal, Fortune and TIME.

Considered one of ...more

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Quotes from The Art of Choosing

“What you see determines how you interpret the world, which in turn influences what you expect of the world and how you expect the story of your life to unfold.” — 22 likes

“The great artist Michelangelo claimed that his sculptures were already present in the stone, and all he had to do was carve away everything else.
Our understanding of identity is often similar: Beneath the many layers of shoulds and shouldn’ts that cover us, there lies a constant, single, true self that is just waiting to be discovered.” — 15 likes

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