The Art of Choosing Summary

The SQUEEZE: Making choices is a part of the human dynamic. The choices people make contribute to the defining of their character, their cultural understanding, and their ability to influence worldview. These are the tenets of Sheena Iyengar’s book “The Art of Choosing.” Iyengar addresses the ordinary, everyday life decisions as well as the decisions that are life-altering. Iyengar believes that the choices people make define who they are. Sometimes choices are in the best interest of the maker and sometimes choices are so profound that they damage the soul. Based upon research, Iyengar explores multiple types of choices, from political to cultural and from technological to business and commerce. “The Art of Choosing” is a must-read for both the everyday individual and business professionals.


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Notable Endorsement: "Iyengar writes in a lucid, catchy style, very much in the Malcolm Gladwell vein of pop psychology-cum-social commentary, but with more rigor. The result is a delightful, astonishing take on the pitfalls of making up one's mind." –Publishers Weekly.

Common Q’s Answered by this Book:

  • What is the “art of choosing”?
  • What are examples of cultural choices?
  • What are examples of life-altering choices?
  • What are some of the choices business professionals consider within the context of technological innovation?
  • How does the act of choosing affect the perception of one’s character?


About the Author: Sheena Iyengar serves as the inaugural S. T. Lee Professor of Business at Columbia Business School and the Research Director for the Jerome A. Chazen Institute of International Business. Iyengar’s scholarly research studies focus on the concept of choice and decision-making. In 2002, Iyengar received the Presidential Early Career Award. Iyengar is an academic member of the Behavioral Finance Forum, is a fellow of the Applied Statistics Center at Columbia University, and is a member of the Oversight Board at the Institute for Retirement Research. Iyengar’s published works include “Tragic Choices: Autonomy and Emotional Response to Medical Decisions,” “How Much Choice is Too Much? Contributions to 401(k) Retirement Plans,” and “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?” Sheena Iyengar graduated with a bachelor’s degree in economics from the Wharton School of Business and with doctorate degree in social psychology from Stanford University (1997). For more information about Sheena Iyengar’s current projects, visit: and A full biography of life and works can also be found on Wikipedia (


Book Vitals:

  • Publisher: Twelve (March 2011)

Accolades: “The Art of Choosing” was a finalist for the 2010 Financial Times and Goldman Sachs Business Book of the Year Award. “The Art of Choosing” received the 2011 Gold Axiom Business book Award in the General Business/Economics category. editors selected “The Art of Choosing” as one of the Top 10 Best Business Books of 2010.

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