The Art of Choosing

In an era of ever-expanding choices, HOW WE CHOOSE addresses the simple-yet-mystifying question : How do we know what we want?

The answers are strange, impressive, and profound. Sheena Iyengar, a Columbia University professor whose work on choice is widely recognized and cited by companies like AOL and Citigroup, looks into the heart of what we desire-- and what we think we desire-- to show how tangential factors enter into (and run roughshod) over our decisions.

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, as well as by private institutions. In 2001, she received the Presidential Early Career Award and in 2005 she was invited to serve as a fellow at Princeton's Institute for Advanced Study. She holds degrees from UPenn, The Wharton School of Business, and Stanford University (from which she also received the prestigious Best Dissertation Award in 1998, for her work "Choice and its Discontents.") She is a professor at Columbia University.

Iyengar's work is regularly cited in the media, in periodicals as diverse as Fortune and Time magazines, the New York Times and the Wall Street Journal, as well as on National Public Radio and in books such as Blink by Malcolm Gladwell and The Paradox of Choice by Barry Schwartz. She lives in New York City.