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 http://sheenaiyengar.com/ TED: Sheena Iyengar: How to make choosing easier http://www.ted.com/talks/lang/en/sheena_iyengar_choosing_what_to_choose.html TED: Barry Schwartz on the paradox of choice http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html