Art of Choosing

The Art of Choosing
By Sheena Iyengar
Twelve, 2010. 329 pgs. Nonfiction

Why would a person choose to eat more chili flavored yogurt if it had been picked for him than if he had selected the flavor himself from an array of equally disgusting options? Why do children do better at math puzzles they choose themselves than they do at puzzles selected for them by their parents? Through questions like these, this book discusses the amazing power choice wields in our lives. Author Iyengar presents a fascinating series of studies centered on our ability to choose, from the big decisions, like marriage and career, to the little decisions, like what to wear and what color of polish we want on our toes.

The subject matter presented here is completely fascinating and the author is able to present it in an entertaining and vibrant voice. Many of the studies offered were conducted by Iyengar herself and she adds a personal note to conclusions made and how one set of results led to more inquiries and further studies. While not as readily accessible as some of Malcolm Gladwell’s books, this is still quality science writing.

CZ