Sheena Iyengar: Managing Choices

Choice overload reduces
1. commitment
2. decision quality
3. satisfaction

choice is easy for those with expertise in the domain, but causes cognitive load for non-experts

Choosing techniques
1. cut redundant, irrelevant options
2. categorize
– categories become cue for variety; more categories = more choices
– limit to small # of choices per category: 3-10 items per category
3. condition for complexity
– low choices to high choices >> high choices to low choices –> scaffolding!



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