The Art of Choosing by Sheena Iyengar

About Author

Sheena Iyengar's groundbreaking research on choice has been funded by the National Science Foundation, the National Institute of Mental Health, and the National Security Education Program. She holds degrees from UPenn, The Wharton School of Business, and Stanford University. She is a professor at Columbia University, and a recipient of the Presidential Early Career Award. Her work is regularly cited in periodicals as diverse as Fortune and Time magazines, the NYT and the WSJ, in books such as Blink and The Paradox of Choice.

The Art of Choosing by Sheena Iyengar is a book that fascinated me. As Sheena Iyengar points out in every moment I make a choice. Knowing this fact made me hope this book would give me a secret formula to making future personal choices. I loved the beginning because here is Sheena Iyengar's autobiography. I think her life is tremendously fascinating. I wanted to learn all about choice by looking through the window of her life. Learning about her parents' marriage in India was truly like a movie scene.

I was not ready to move away from the author's life. The rest of the book is the comparison and contrast of case studies. Really, the book came a little difficult for me to follow as a layperson. I do admit some of the studies are interesting. Always, I loved the personal anecdotes more than the seemingly cold case studies. I am sure many people will enjoy this book. I would advise keeping it on your list if you are a scientific person.