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The art of choosing - Sheena Iyengar

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Sheena Iyengar studies how we make choices -- and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions. Sheena Iyengar studies how people choose (and what makes us think we're good at it).

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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
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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

  • Speaker Sheena Iyengar