Next, Iyengar explains that the amount of choice one needs is a product of culture and other environmental factors. This theme of complexity reduction is central to her thesis. Instead, it is often better to spend energy to find the best data for informing decisions, even when that limits the number of options. Though many people feel that they want to maximize their behavioral freedom, it is not necessarily a good thing to be able to conceive of a huge number of outcomes in a given decision problem. Iyengar states that it is up to the individual to define how much choice he or she needs. She extends similar hypotheses and supported theories about human behavior, elucidating the limits of human agency. She is most famous for an experiment colloquially known as the “jam experiment,” in which she proved a hypothesis that people who are presented with an arbitrarily increasing number of options of the same type of product become less and less likely to buy anything. It is split into three main topical categories: regarding what information we search for and incorporate in a decision how we recursively take feedback from the outcomes of our decisions and how we can intelligently use this knowledge of the self to modify our own decision making. The Art of Choosing (2010) by psychologist Sheena Iyengar provides extensive coverage of a host of scientific research about how humans make decisions.
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