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Image of the quote is loading... SaveSave Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item. - Quote by Sheena Iyengar

Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.

Sheena Iyengar
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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. It’s important, therefore, that we examine our assumptions about choice and that we openly discuss how, when and why it falls short.
Sheena Iyengar
At its best, choice is a means by which we can resist the people and the systems that seek to exert control over us. But choice itself can become oppressive when we insist that it is equally available to all. It can become an excuse for ignoring inequities that stem from gender or class or ethnic differences, for example, because one can blithely say, “oh, but they had a choice! We all have choices.
Sheena Iyengar
When the options are few, we can be happy with what we choose since we are confident that it is the best possible choice for us. When the options are practically infinite, though, we believe that the perfect choice for us must be out there somewhere and that it’s our responsibility to find it. Choosing can become a lose-lose situation: if we make a choice quickly without fully exploring the available options, we’ll regret potentially missing out on something better; if we do exhaustively consider all the options, we’ll expend more effort (which won’t necessarily increase the quality of our final choice), and if we discover other good options, we may regret that we can’t choose them all.
Sheena Iyengar
The quality of health care continues to improve, and people are living longer, but these developments mean that we’re likely to eventually find ourselves in a situation in which we’re forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.
Sheena Iyengar
Whether we do it consciously or subconsciously, we tend to organize our lives to display our identity as accurately as possible. Our lifestyle choices often reveal our values, or at least what we’d like people to perceive as our values…as we make our everyday choices, we continuously calculate not just which choices best match who we are and what we want but also how those choices will be interpreted by others. We look for cues in our social environment to figure out what others think of this or that, which can require being sensitive to the most localized and up-to-date details of what a particular choice means.
Sheena Iyengar
For animals, the confinement of the body is the confinement of the whole being, but a person can choose freedom even when he has no physical autonomy. In order to do so, he must know what choice is, and he must believe that he deserves it. By sharing stories, we keep choice alive in the imagination and in language. We give each other the strength to perform choice in the mind even when we cannot perform it with the body.
Sheena Iyengar
One could even argue that we have a duty to create and pass on stories about choice because once a person knows such stories, they can’t be taken away from him. He may lose his possessions, his home, his loved ones, but if he holds on to a story about choice, he retains the ability to practice choice.
Sheena Iyengar
We make choices and are in turn made by them.
Sheena Iyengar
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