Copyright © 2010–2015, Armeen Kapadia. All Rights Reserved.
Author: Sheena Iyengar
Tags: Informative. Interesting. Insightful.
How do we make the choices? This book analyses factors that influence choice, such as cultural conditioning, our perception of the situation, being in or out of our comfort zone, and so on. The author discusses research and experiments in the field, and breaks some myths such as – more choice is always a good thing. We see how we make choices in both the mundane (which butter to buy), and the emotional realms bl(family-related decisions). Most interesting is the fact that humans – and even animals – feel happier when they believe they are being allowed to exercise choice (even if it is an illusion of control). One can understand why we celebrate or regret certain choices. We can understand if our choices are driven by our personality, our convictions, or our cultural surroundings.