Sheena Iyengar just took me around the world in 18 minutes through her talk, “The Art of Choosing,” on TEDGlobal. Although based at Columbia University, she starts her lecture with an experience in Japan where she tells a story about ordering tea. From there Dr. Iyengar humorously, yet with scholarly background describes how the concept of choice varies around the world in comparison to the U.S. She addressed the following American assumptions regarding choice and how these assumptions hold up in other cultures:
- If a choice affects you, you should be the one to make it.
- The more choices you have, the more likely you are to make the best choice.
- You must never to say “no” to choice.