{"id":3798,"date":"2020-04-21T14:49:17","date_gmt":"2020-04-21T14:49:17","guid":{"rendered":"https:\/\/bloomsoup.com\/?page_id=3798"},"modified":"2021-09-19T15:50:51","modified_gmt":"2021-09-19T15:50:51","slug":"the-art-of-choosing-sheena-iyengar","status":"publish","type":"post","link":"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/","title":{"rendered":"The Art of Choosing Summary (Sheena Iyengar)"},"content":{"rendered":"\n<p>Unable to make decisions? Overwhelmed by choice? <br><br>Start with The Art of Choosing summary, based on the book by <a rel=\"noreferrer noopener\" href=\"https:\/\/www.sheenaiyengar.com\/\" target=\"_blank\">Sheena Iyengar<\/a>.<br><br>Iyengar, Professor of Business at Colombia Business School delves into extensive research on how and why we choose.<br><br>If you want improved insight into your quirky little mind and practical tips for <a href=\"https:\/\/bloomsoup.com\/types-of-decision-making\/\">improving future decision making<\/a>, read on.<br><br>But first, a TED Talk by the author:<\/p>\n\n\n\n<div style=\"max-width:854px\"><div style=\"position:relative;height:0;padding-bottom:56.25%\"><iframe src=\"https:\/\/embed.ted.com\/talks\/lang\/en\/sheena_iyengar_the_art_of_choosing\" width=\"854\" height=\"480\" style=\"position:absolute;left:0;top:0;width:100%;height:100%\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Irrational<\/strong><\/h2>\n\n\n\n<p>We tend to view ourselves as rational thinkers, making intelligent choices based upon the available evidence, acting in congruence with our beliefs. <br><br>This is a fallacy.<br><br>We&#8217;re often incredibly contradictory creatures, full of inconsistencies and biases.<br><br>Rather than being evidence-based, our decision-making is rooted in transient emotion and mysterious subconscious processes.<br><br>All of the decisions we make, big and small, are the result of a myriad of previous, unknown influences, wielding power over us.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Choice mechanism<\/strong><\/h2>\n\n\n\n<p>Our choices are determined by two opposing systems: the automatic and reflective.<br><br>Perhaps the most example of irrational decision making is the marshmallow experiment, where children were positioned at a table with a marshmallow before them.<br><br>The children were told that they could have one marshmallow now or if they waited, could have two when the researcher returned.<br><br>The children who chose to eat the marshmallow immediately were responding to their automatic system, which analyses sensory data (in the form of the juicy visual image and smell of a sweet treat) before initiating an automatic response.<br><br>Often automatic responses happen before we even have time to consciously consider them (or the consequences), so the fight or flight response in a life-threatening situation.<br><br>The children who elected to ignore the marshmallow, however, were utilising their reflective system, dictated by reason and logic and potential future consequences of the choice.<br><br>In the experiment, only 30% of children used their reflective system to wait out the 15 minutes and receive their reward.<br><br>Perhaps the most important finding was upon following up with the children years later, where researchers discovered that the children who&#8217;d resisted the marshmallow were more successful in life; financially, health-wise and socially. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mental heuristics can be misleading<\/strong><\/h2>\n\n\n\n<p>By relying on mental rules of thumb to make decisions, we often make mistakes.<br><br>Rules of thumb are handy features to allow us to apply evolutionary templates to certain situations, thereby saving time and energy in the decision-making process.<br><br>They often work like if-then statements. For example, &#8220;If you&#8217;ve had a couple of drinks, you shouldn&#8217;t call your ex.&#8221; <br><br>Such heuristics can be conscious or unconscious, such as instinctive fight or flight mechanism when facing danger.<br><br>Although heuristics are useful, they can be subject to errors like the availability bias, in which we believe that which is most memorable.<br><br>Our memory is notoriously inaccurate, editing previous experience and emphasising incidents which excite our senses. <br><br>Therefore, relying on this system for decision making can provide mixed results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Unique choices<\/strong><\/h2>\n\n\n\n<p>Everyone wants to feel unique and this desire doesn&#8217;t stop at decision making.<br><br>[Perhaps this is why wearing the same clothes as your friends in frowned upon]<br><br>In prediction making experiments, participants who are told that they&#8217;re part of the majority are unhappy with themselves, even when they&#8217;re correct.<br><br>The ones who are part of the minority are happier with themselves, even if they&#8217;re wrong.<br><br>Conclusion: we don&#8217;t mind being wrong. As long as we&#8217;re special.<br><br>However, we still don&#8217;t want to be an oddball. In the same experiment, the participants who were told that their predictions were too odd to satisfy, suffered a decrease in self-esteem, just like the overestimators.<br><br>[Probably explains the tendency for hipsters or music aficionados to like things while not many people like them (i.e. they&#8217;re still cool) and when they cross a critical threshold in popularity, they suddenly become &#8216;uncool&#8217;]<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Culture and choice<\/strong><\/h2>\n\n\n\n<p>We&#8217;re not independent agents in our decision making and are heavily influenced by our culture.<\/p>\n\n\n\n<ul><li>Individualistic cultures (West) &#8211; prefer to be responsible for their decisions<\/li><li>Collectivistic cultures (East) &#8211; prefer to have decisions made for them<\/li><\/ul>\n\n\n\n<p>Differences emerge at a young age. In an experiment, Western children preferred a toy they were allowed to choose vs Eastern children, who preferred one selected by their mother.<br><br>Understanding our choice preference impact can significantly affect our decision-making performance.<br><br>In another experiment, children were given maths tests before and after playing a computer game in which they were either able to choose their spaceship settings or not. <br><br>Western children improved by 18% on the follow-up test when they were allowed to choose their spaceship and Asian children improved by 18% when they had their choices made for them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Subconscious influence<\/strong><\/h2>\n\n\n\n<p>Wih the &#8216;selective attention effect&#8217;, we often forget the world around us when absorbed in a task.<br><br>This was demonstrated in &#8216;The Invisible Gorilla&#8217; experiment. Participants were asked to watch two basketball teams and count the number of passes. <br><br>During the game, someone in a gorilla suit walked across the court. Guess what? Due to concentrating on their counting, half of the participants didn&#8217;t even notice!<br><br>The most important takeaway, however, is that we are influenced or &#8216;primed&#8217; by stimuli that we don&#8217;t consciously notice.<br><br>One experiment pushed this to the extreme, where participants were asked to make different sentences from preselected words before secretly having their walking speed measured post-testing.<br><br>Those who&#8217;d been given words normally associated with old age were found to walk slower to the elevator after the experiment.<br><br>Therefore, even the most innocuous environmental factors can have profound effects on our behaviour.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Healthy choices<\/strong><\/h2>\n\n\n\n<p>Choices, or the illusion of choice, makes us healthier.<br><br>In a famous study of 10,000 British civil servants back in the 60&#8217;s, it was found that employees on a higher pay grade were healthier than their counterparts, who were three times more likely to die of heart attacks than their bosses.<br><br>Researchers discovered that it wasn&#8217;t the money, but rather increased freedom of choice in structuring their tasks that resulted in improved wellbeing.<br><br>The mere perception of choice can have a similarly powerful effect.<br><br>In a study of elderly adults in a nursing home, participants were split into two groups.<br><br>Both groups, in reality, were given the same freedom and privileges, such as being allowed to visit other floors and choose their movie time.<br><br>However, the language used was different, where one group was made to feel that their wellbeing was the responsibility of the staff.<br><br>At the three-week follow-up, the group with the illusion of choice reported feeling happier, in contrast to a deterioration in the other residents.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>When gut decisions go wrong<\/strong><\/h2>\n\n\n\n<p>Despite relying on gut decision making, they can often be incorrect.<br><br>Our intuitions and feelings aren&#8217;t as reliable as we&#8217;d like to believe, in part due to our environment.<br><br>An example comes in the form of a female researcher stopping men on a suspension bridge or a stable bridge, posing them questions and asking them to follow up with a story about a woman and contact her if needed.<br><br>50% of men on the dangerous suspension bridge contacted the researcher, compared to 12.5% on the stable bridge and furthermore, their stories contained more sexual innuendo.<br><br>The men on the suspension bridge mistakenly confused environmental factors i.e. the anxiety of being on a stable bridge, with romantic feelings, thus influencing their resulting behaviour.<br><br>We also tend to overestimate our emotions, especially when recalling past events. This exaggeration is often congruent with our beliefs. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Changing your mind<\/strong><\/h2>\n\n\n\n<p>When making choices, many of us change our mind without conscious awareness.<br><br>It boils down to cognitive dissonance, an uncomfortable psychological gap between the past and present.<br><br>Because we can&#8217;t change our past actions, we often modify our present beliefs to achieve a consistent self-image.<br><br>This process often happens without us knowing and indeed, research shows that we often defend our new beliefs as if we&#8217;ve always held them!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Limit your options<\/strong><\/h2>\n\n\n\n<p>As our attention span is limited, it&#8217;s advisable to limit our number of options.<br><br>Indeed, humans aren&#8217;t really designed to cope with more than seven.<br><br>Less is often more, with sales studies showing that consumers are more likely to take action when fewer products are offered.<br><br>To avoid overwhelm, we should be clear about what we want in terms of preferences and limit our options.<br><br>This categorisation narrows our choice, providing improved frames of reference and information storage, allowing us to be <a href=\"https:\/\/bloomsoup.com\/how-to-make-the-right-decision\/\">more effective decision-makers<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Letting others decide<\/strong><\/h2>\n\n\n\n<p>It&#8217;s often easier to let others decide for us, but only if we&#8217;re informed.<br><br>In America, parents with terminally ill children have to make the awful decision to stop treatment, while in France, this decision is made by doctors, with parental consent.<br><br>In follow up studies, American parents who&#8217;d made this impossible decision themselves experienced more doubt, regret and resentment than French parents.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The art of choosing summary<\/strong><\/h2>\n\n\n\n<p>Decisions go beyond logical thinking and rationality into the sticky arena of emotions and environment.<br><br>As long as we&#8217;re aware, there are steps we can take to mitigate poor decision making.<br><br>One such takeaway is to keep a choice diary, logging beliefs and expectations in the moment, before assessing the outcome of previous decisions.<br><br>This permits a more objective measure of past choices, allowing us to improve our decision-making skills moving forward.<\/p>\n\n\n\n<p>Like this? Then&nbsp;<a href=\"https:\/\/bloomsoup.com\/category\/books\/summaries\/\">browse more book summaries<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Unable to make decisions? Overwhelmed by choice? <\/p>\n<p>Start with The Art of Choosing summary, based on the book by Sheena Iyengar. <\/p>\n<p>Click here for more.<\/p>\n","protected":false},"author":1,"featured_media":3799,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[88,87],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Art of Choosing Summary (Sheena Iyengar) | Bloomsoup<\/title>\n<meta name=\"description\" content=\"Unable to make decisions? Overwhelmed by choice? Start with The Art of Choosing summary, based on the book by Sheena Iyengar. Click here for more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Choosing Summary (Sheena Iyengar) | Bloomsoup\" \/>\n<meta property=\"og:description\" content=\"Unable to make decisions? Overwhelmed by choice? Start with The Art of Choosing summary, based on the book by Sheena Iyengar. Click here for more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/\" \/>\n<meta property=\"og:site_name\" content=\"Bloomsoup\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bloomsoup\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-21T14:49:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-09-19T15:50:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bloomsoup.com\/wp-content\/uploads\/2020\/04\/the-art-of-choosing-summary-sheena-iyengar.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"639\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Joel\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@joelface\" \/>\n<meta name=\"twitter:site\" content=\"@thebloomsoup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joel\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/\"},\"author\":{\"name\":\"Joel\",\"@id\":\"https:\/\/bloomsoup.com\/#\/schema\/person\/540656bb1e42797634f467f16f584da7\"},\"headline\":\"The Art of Choosing Summary (Sheena Iyengar)\",\"datePublished\":\"2020-04-21T14:49:17+00:00\",\"dateModified\":\"2021-09-19T15:50:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/\"},\"wordCount\":1543,\"publisher\":{\"@id\":\"https:\/\/bloomsoup.com\/#organization\"},\"articleSection\":[\"Personal Development Book Summaries\",\"Personal Development Books\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/\",\"url\":\"https:\/\/bloomsoup.com\/the-art-of-choosing-sheena-iyengar\/\",\"name\":\"The Art of Choosing Summary (Sheena Iyengar) | Bloomsoup\",\"isPartOf\":{\"@id\":\"https:\/\/bloomsoup.com\/#website\"},\"datePublished\":\"2020-04-21T14:49:17+00:00\",\"dateModified\":\"2021-09-19T15:50:51+00:00\",\"description\":\"Unable to make decisions? 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