Examining the results of a questionnaire concerning the amount of freedom of choice desired on the job, Iyengar determined that there were cultural and ethnic preferences for less choice versus more choice. But there’s a cross-cultural rub in that, as the author notes. Not only are we born with the ability to choose, but also born with an apparent need to do so nothing frustrates us as much as having no say in a matter. “The ability to choose well is arguably the most powerful tool for controlling our environment,” writes Iyengar (Psychology/Columbia Univ.). Decisions, decisions-they’re a pain, but they come bundled up in the very makeup of our brain.
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