Sheena S. Iyengar is graduated with a Bachelor Degree B.S. in Economics from the
Wharton School of the University of Pennsylvania and received her Ph.D. in Social
Psychology from Stanford University.
Her best selling book The Art of Choosing received a one of six Financial Times and
Goldman Sachs Business Books of the Year 2010 awards, and was ranked #3 on
the Amazon.com CNN and her documentary on the Art of Choosing remains one of
the most watched documentaries in Japan. Her TED Talks have collectively
received over four and a half million views.
https://www.linkedin.com/in/sheena-iyengar/
How to make choosing easier
In Ted talk site is founded a Sheena’s Iyengar video talking about how can be easiar and effective
take Good decisions.
She worked watching results of marketing society experiments of consum in retail enviroment and
as a consequence of it, were observated how human´s brain works, if there are many things to
choice with out strategy to have a focus way to keep consumer attention the sales Will be lost.
Most of several times people don´t choice so, choose not to choose, therefore she developed a
techinique with 4 steps to be succssesful.
Cut – Less is more (need it? You can see diferences)
Concretize – make it vivid (to understad the consequences associated with each choice) (inp,
assurance)
Categorize – More categories, fewer choices (news papers) (say something to the chooser)
Condition - gradually increase the complexity ( cars options)
This technique is used to help to manage decisions. It can be used in every layer of life, to serve of
them o by self.
Remember, To choose don´t chose is a decision, the most from choice is to be choosy about
choosing, and it Will be able to practice the art of choosing.
https://www.ted.com/talks/sheena_iyengar_how_to_make_choosing_easier#t-974755