![]() Iyengar allows the reader to view choice through a cultural lens, which one is not able to do without becoming aware of the motives and reasoning behind choice. Iyengar gives strength to her argument when drawing in the results and observations of her many studies with Americans, as well as other ethnic groups across the globe. ![]() The concepts Iyengar presents in her literature make strong connections to social psychology through the use of cognitive dissonance, priming and the value of choice, and cultural influences - both individualist and collectivist. The Art of Choosing is ground breaking in that Iyengar deconstructs and analyzes the complex relationship between choice, freedom, and culture. A Social Psychological Approach to the Art of Choosing Sheena Iyengar presents a revolutionary book on the most fundamental and mundane aspect of human survival - making choices.
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