The Obligation to Choose

Sheena Iyengar, Columbia University, USA
Modern individuals associate choice with freedom and self-expression. But do they benefit from the belief that they must make all their own choices and seek out larger and larger choice sets? This talk examines the “obligation to choose,” exploring its origins and its consequences for consumers today.
[ to cite ]:
Sheena Iyengar (2011) ,"The Obligation to Choose", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 56.