In the study - which she describes in her TEDTalk “ How to Make Choosing Easier” - Iyengar presented shoppers in a gourmet market with a display of jams. TED speaker Sheena Iyengar, a professor at Columbia University, performed a classic experiment in the realm of choice studies in 1995. Below, more studies - many from TED speakers - which suggest that having a variety of options isn’t always what we need. But his work is part of a growing body of research on choice. Shiv’s thoughts on choice are counterintuitive.
Shiv hypothesized that this is because making the choice allows a person to have doubt about their decision when faced with the prospect of immediate feedback. In the end, the students assigned a tea solved more puzzles than those who were given a choice. While one set of students was asked to chose between two teas - caffeinated or relaxing chamomile - the other group was told by the researchers which of the teas to drink. Shiv decided to test the theory on undergraduate students about to solve word puzzles. But are there contexts where we’re far better off taking the passenger seat and having someone else drive?” “The wisdom of the ages is that when it comes to decisions of importance, it’s best to be in charge.
“The most harrowing and agonizing part of the whole experience was that we were making decision after decision,” Shiv shares in his talk. Five years ago, Shiv’s wife was diagnosed with breast cancer. In a fascinating talk at TEDxStanford, “ Sometimes it’s good to give up the driver’s seat,” marketing professor Baba Shiv reveals that discomfort over making choices extends into medical decisions. Do we go organic, or for the brand with whole mustard seeds? Or do we simply pick the one in the brightest yellow bottle? We have all been there: standing in aisle five of the supermarket trying to decide which jar of mustard to buy.
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