150 Quotes by 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.

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.

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.

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.

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.

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

We make choices and are in turn made by them.

We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.

Life hands us a lot of hard choices, and other people can help us more than we might realize. We often think we should make important decisions using just our own internal resources. What are the pros and cons? What does my gut tell me? But often we have friends and family who know us in ways we don't know ourselves.