Notes: This book is about how people make choices in their lives as consumers and individuals. This will be an interesting read for anyone marketing or sales roles and anyone interested in understanding what influences personal decision-making behaviors. Recommended reading.

Every day we make choices. Coke or Pepsi? Save or spend? Stay or go? Whether mundane or life-altering, these choices define us and shape our lives. Sheena Iyengar asks the difficult questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Sheena Iyengar's award-winning research reveals that the answers are surprising and profound. In our world of shifting political and cultural forces, technological revolution, and interconnected commerce, our decisions have far-reaching consequences. Use this book as your companion and guide for the many challenges ahead. Table of Contents: * The call of the wild * A stranger in strange lands * Song of myself * Senses and sensibility * I, Robot? * Lord of the things * And then there were none * Epilogue * Notes * Bibliography.