Create and share a new lesson based on this one.

About TED Talk Lessons

TED Talk Lessons are created by TED-Ed using phenomenal TED Talks. Do you have an idea for a lesson? Create it now using any video from YouTube »

Meet The Creators

Sheena Iyengar



Additional Resources for you to Explore

Iyengar offers Burger King and Starbucks advertising as evidence for her argument that “Americans tend to believe that they’ve reached some sort of pinnacle in the way they practice choice. They think that choice, as seen through the American lens, best fulfills an innate and universal desire for choice in all humans.” Identify two or three other advertisements that embody these assumptions.

Select one of the studies Iyengar describes in her talk and recreate it locally. Or design your own experiment exploring the promise and pitfalls of choice and recruit classmates and community members to participate.

Sheena Iyengar

TED: Sheena Iyengar: How to make choosing easier

TED: Barry Schwartz on the paradox of choice

Teded square logo
Lesson Creator
New York, NY