Mariya

“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

“We think of choosing as the practice of freedom, which includes the freedom to be yourself and do your thing. Our choices are not just about what we need or want; they’re about who we are and what we stand for. So, when we choose, we often find ourselves asking a pretty difficult question: ‘What kind of individual am I and given who I am, what should I want and given what I should want what do I choose?”
― 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

“Becoming an expert in every domain of choice is impossible, but we can become experts in the process of choosing, learning how to use the expertise of others to improve our choices and our knowledge of choice.”
― Sheena Iyengar, The Art of Choosing