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In America we tell our parents to bring their child home and put him or her in a crib; as they get older, children sleep in they own room not in Mom and Dad's room. What are we training them for? It's independence, because that's what being empowered is all about.

From Sheena Iyengar

There are times when the presence of more choices can make us choose things that are not good for us. For me the clearest example is that the more retirement fund options a person has, the less likely they are to save for their old age.

From Sheena Iyengar

If you have the feeling of choice, if you feel free, you will be better off. And when I say better off I mean that if people feel they have control over their lives, they call in for fewer sick days from work. They have a lesser probability of having a heart attack or stroke. They live longer. They're happier.

From 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. We have more choices than we've ever had before.

From Sheena Iyengar

Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.

From Sheena Iyengar

When companies try to guess what consumers want, they essentially make the choice for consumers.

From Sheena Iyengar

Knowledge should be a public good, and I want my ideas to have as much exposure as possible.

From Sheena Iyengar

The expansion of choice has become an explosion of choice.

From Sheena Iyengar

Choosing is a creative process, one through which we construct our environment, our lives, ourselves.

From 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 much for us or are far more complex than they need to be.

From Sheena Iyengar

Sheena Iyengar

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