In The Art of Choosing, Columbia University professor Sheena Iyengar, a leading expert on choice, sets herself the Herculean task of helping us become more effective choosers. She asks fascinating questions: Is the desire for choice innate or created by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Ultimately, she offers unexpected and profound answers drawn from her award-winning, discipline-spanning research.
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