TEDGlobal 2010

On the art of choosing: Sheena Iyengar on TED.com

Posted by: Tedstaff

Sheena Iyengar studies how we make choices — and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions. (Recorded at TEDGlobal 2010, July 2010 in Oxford, UK. Duration: 24:09)

Watch Sheena Iyengar’s talk on TED.com, where you can download it, rate it, comment on it and find other talks and performances from our archive of 700+ TEDTalks.

Comments (6)

  • Sean O'Reilly commented on Mar 2 2012

    Astonishing. Not one useful word about the morality of choices. This is a very clever presentation and worth listening to but what is not discussed is even more powerful. What you choose and why is what makes you moral or immoral–noble or possibly a coward.
    Imagine if someone said that the narrative of a murderer should be considered over the narrative of the victim. Disengaging choice from morality is a form of moral suicide. Translation of narrative is just another excuse to unlink choices from a moral code.

  • Sean O'Reilly commented on Mar 2 2012

    Look at all the time and attention spent on figuring out how we choose and what a difference the context makes. Imagine if someone studied two group: masturbators and non-masturbators (or at least those who thought the practice should be avoided) what sort of results would you expect? We will never know because these kinds of questions don’t even enter the brains of most of these so-called scientists.

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  • Gabriela Ehrlich commented on Aug 9 2010

    This was to me one of the most mind-opening talks. It invited people to look at things from very different perspectives. It has implications not only for the way we choose things in different regions of the world but also why we might aspire to different things depending on our culture, background and upbringing.
    Fantastic speaker.

  • Harriett Brand commented on Aug 2 2010

    This woman is clear, articulate, perfectly paced and fantastically interesting. Her experiments make us review assumptions about ourselves and our cultures. I loved this talk.