Quotes from Sheena Iyengar

I could wear makeup today, and one person would say it looks bland, another would say it looks fake, and another might tell me I look really natural. Everyone is convinced their opinion is the truth, and that's what I struggle against.

Choosing is a creative process, one through which we construct our environment, our lives, ourselves.

Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.