6 Posts found for Author: Sheena Iyengar

So often, we tell people to do out-of-the-box thinking. Then we stick them in the room and tell them to brainstorm. Well, brainstorming is a great way to share the knowledge that’s in the room. But it’s not out-of-the-box thinking. Out-of-the-box thinking requires you to search far and wide for how different industries and different people at different points in time have solved for analogous … [ Read more ]

Content: Quotation | Author: Sheena Iyengar | Source: McKinsey Quarterly | Subject: Innovation

In March 2010, Sheena Iyengar, a professor at Columbia Business School, published a book titled, The Art of Choosing. Iyengar, who is blind, says the book reflects her interest in how people make choices, including how they are able to navigate both the opportunities and responsibilities that an abundance of choice can bring. In a video presentation, Iyengar offers Knowledge@Wharton viewers her perspectives on the … [ Read more ]

Content: Multimedia Content | Author: Sheena Iyengar | Source: Knowledge@Wharton | Subjects: Customer Related, Marketing / Sales, Organizational Behavior

When consumers are overwhelmed with options, marketers should give them what they really want: ways of shopping that lower the cognitive stress.

Content: Article | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

Psychological studies have consistently shown that it’s very difficult to compare and contrast the attributes of more than about seven different things. When faced with the cognitive demands of choosing, people often become overwhelmed and frustrated. As a result, they may forgo the choice altogether, reach for the most familiar option, or make a decision that ultimately leaves them far less satisfied than they had … [ Read more ]

Content: Quotation | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subjects: Customer Related, Marketing / Sales, Personality / Behavior

Don’t marketers have to give consumers what they want? Yes and no. We should give them what they really want, not what they say they want. When consumers say they want more choice, more often than not, they actually want a better choosing experience. They want to feel confident of their preferences and competent during the choosing process; they want to trust and enjoy their … [ Read more ]

Content: Quotation | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

Through study and practice, experts in any field learn to simplify, categorize, and prioritize information, and to recognize patterns. This allows them to create order out of seeming chaos.

Content: Quotation | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subject: Expertise