Sheena Iyengar's The Art of Choosing examines how culture influences the choices we make
Did you know that your decision to choose a particular brand of product says a lot about you? Nor did I until I spoke to Sheena Iyengar, author of “The Art Of Choosing”. A professor in Columbia University, Sheena, an expert on choice has put her thoughts and findings in her book to help us master the art of choice.
When Sheena chanced upon a study that argued that people's identity was a function of their cultural background she was intrigued, especially since she was Indian-American.
“I was interested in human motivation and culture and somehow it seemed that everything had to do with choice.”
Full report here Hindu