Summary of The Art of Choosing

TED Conferences LLC, more...

Watch the video

The Art of Choosing summary
Americans treasure their freedom of choice, but does it really bring them happiness?


8 Overall

6 Importance

9 Innovation

9 Style


If you wander into any megastore, you’ll find consumer products offered in countless, barely distinguishable varieties. Despite evidence that having too many options leads to poor decisions, Americans continue to revere unlimited choice. Other cultures don’t share this preoccupation and might be better off for it, says researcher Sheena Iyengar. She presents a fun, well-reasoned argument, so getAbstract recommends that you choose to watch this lecture.

In this summary, you will learn

  • What assumptions most Americans hold regarding choice
  • When the freedom of choice or unlimited options can be detrimental
  • Why viewing the concept of choice through different cultural lenses can help


As a customer, you have the right to make requests according to your preferences – or so Americans believe. Bring that cultural view to a restaurant in
Get the key points from this video in less than 10 minutes. Learn more about our products or log in

About the Speaker

Sheena lyengar is S.T. Lee Professor of Business the Management Division at Columbia Business School.

Comment on this summary

More on this topic

By the same author

Customers who read this summary also read

More by category