Society

The Art of Choosing: less is more, sometimes

Katie Hinderer | 20 April 2010

A review in the New York Times on Sheena Iyengar’s book The Art of Choosing caught my attention. The author, a psychologist by profession, has conducted a number of experiments over the years. She is most famous for the jam experiment; the one that showed people are more likely to be interested in more options but less likely to make a decision when faced with more options. The conclusion: less is more, well sometimes.