Σίνα Λυενγκάρ: Η τέχνη της επιλογής

About this talk

Η Σίνα Λυένγκαρ μελετάει το πως κάνουμε επιλογές -- και πως αισθανόμαστε για τις επιλογές που κάνουμε. Στο TEDGlobal, μιλάει για ασήμαντες επιλογές (ΚοκαΚόλα - Πέπσι) καθώς και πιο επουσιώδεις, ενώ μοιράζεται την καινοτόμα έρευνά της η οποία αποκαλύπτει ορισμένες αναπάντεχες συμπεριφορές όσον αφορά τις αποφάσεις μας. 

About Sheena Iyengar

Sheena Iyengar studies how people choose (and what makes us think we're good at it).

Why you should listen to her:

We all think we're good at making choices; many of us even enjoy making them. Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous "jam study," done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we're presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.)
Iyengar's research has been informing business and consumer-goods marketing since the 1990s. But she and her team at the Columbia Business School throw a much broader net. Her analysis touches, for example, on the medical decisionmaking that might lead up to choosing physician-assisted suicide, on the drawbacks of providing too many choices and options in social-welfare programs, and on the cultural and geographical underpinning of choice. She's just published her first book, The Art of Choosing, which shares her research in an accessible and charming story that draws examples from her own life.

"The Art of Choosing explores the cultural, social, and biological forces on the complex process of decision-making but is also deeply personal."

"Books to Read Now," Seed magazine

Σχετικά Άρθρα