Balancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.

- Sheena Iyengar

People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this stud…

- Sheena Iyengar

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of …

- Sheena Iyengar

If we ask for more and more material for the construction, i.e. more and more choice, we're likely to end up with a lot of combinations that don't do…

- Sheena Iyengar

We have the ability to create choice by altering our interpretations of the world.

- Sheena Iyengar

What is freedom? Freedom is the right to choose: the right to create for oneself the alternatives of choice. Without the possibility of choice a man …

- Sheena Iyengar

Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.

- Sheena Iyengar

The typical American reports making about 70 [choices] in a typical day.

- Sheena Iyengar

What leads us astray is confusing more choices with more control. Because it is not clear that the more choices you have the more in control you feel…

- Sheena Iyengar