Mariya

“To choose is to invent. What I mean by this is that choosing is a creative process, one through which we construct our environment, our lives, our selves. If we ask for more and more material for the construction, more and more choice, we’re likely to end up with a lot of combinations that don’t do much for us or are far more complex than they need to be.”
― Sheena Iyengar, The Art of Choosing

“The desire to choose is thus a natural drive, and though it most likely developed because it is a crucial aid to our survival, it often operates independently of any concrete benefits. In such cases, the power of choice is so great that it becomes not merely a means to an end but something intrinsically valuable and necessary.”
― Sheena Iyengar, The Art of Choosing

“To choose means to turn ourselves to the future. It means to try to catch a glimpse of the next hour, the next year, or further still and make a decision based on what we see. In that sense, we are all amateur foretellers, though our predictions are usually based on factors closer to home than Mars or Venus.”
― Sheena Iyengar, The Art of Choosing

“Nobody wants to agonise over every little decision, and nobody should have to, but if choice is about freedom and exercising control, are we betraying ourselves by pretending that we make meaningful choices as consumers?”
― Sheena Iyengar, The Art of Choosing