‪Sheena Iyengar: The Danger of Option Fatigue‬

The art of making choices


We have to make more and more choices and, furthermore, we have to make choices we've never had to make before, Prof. Sheena Iyengar of Columbia Business School told the 2013 European Conference of the Association for Consumer Research in Barcelona. Being modern means making choices as freedom is defined as the practice of choosing, but at the same time we risk being swamped by choices.