Lepper, devised a series of studies that replicated the problem of too much choice. Intrigued, Iyengar and her adviser, Mark R.

The results were startling: The table with 24 attracted more visitors but the table with six jams prompted a greater proportion of people to buy (30 percent of those who stopped at the six-flavor booth bought a jar, while only 3 percent at the 24-flavor booth made a purchase). Every few hours, the booth alternated between offering samples of six and 24 flavors of jam. She persuaded the store manager to let her set up a tasting booth near the entrance. But Iyengar, now a professor of business at Columbia University and author of the new book, The Art of Choosing (Twelve), decided to investigate. For most of us, the sensation is fleeting. If you’ve ever been dazed trying to weigh the pros and cons of various toothpastes-Do I need cavity protection? What’s an enamel shield? Should I use peroxide whitening?-you know the feeling. But if choice is good, Iyengar wondered, why did having so much of it leave her feeling so overwhelmed? The reigning paradigm of American culture touted the benefits of individual choice. Rarely, however, did she purchase anything-and that struck her as odd.

A gourmand, she enjoyed the dozens of tasting booths scattered about. Although she is blind, Iyengar, a slight woman with ink-black hair, thrilled at the multitude of products on offer: 3,000 cookbooks, 500 varieties of produce, 250 types of cheese, 150 vinegars, 75 olive oils, and nearly 250 mustards. Iyengar was a graduate student in social psychology at Stanford University in the mid-1990s, she liked to visit Draeger’s Market in nearby Menlo Park.

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The art of choosing by sheena iyengar