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The Art of Choosing    by Sheena Iyengar order for
Art of Choosing
by Sheena Iyengar
Order:  USA  Can
Twelve, 2010 (2010)
Hardcover, CD
* * *   Reviewed by Bob Walch

How do we make choices? Do we sometimes choose against our best interests? How much control do we really have over what we choose? These and a host of similar questions are addressed in this fascinating new book by Columbia University Professor Sheena Iyengar.

In this investigation of how we make the choices we do, the author delves into psychology, biology, philosophy, economics, business, public safety and medicine. The ultimate goal or objective of the book is to help the reader become a better chooser which, in part, means having a greater awareness of both his biases and values.

This means understanding what an individual is thinking when he or she makes a choice, how environment influences that decision and how choice drives, frustrates, sustains and satisfies the individual.

Although the author writes that we need choice in our lives to feel control and contentment, too many choices can paralyze us. 'To be able to truly choose we must evaluate all available options and select the best one,' explains Iyengar. Unfortunately, as you read this fascinating book you'll discover that this is often easier said than done.

The relationship between choice and freedom, how and why we make decisions, and the affect these choices have on our well-being is obviously a complex subject.

Iyengar has the ability of making this potentially baffling and unfathomable area of study accessible for the everyday reader. Using understandable examples and anecdotes, the author takes the current research on making choices and explains how it can help the reader better handle both the mundane and momentous decisions that await him or her in the future.

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