The art of choosing - Sheena Iyengar

Summary

In this talk, the speaker explores the concept of choice through cultural lenses, starting with a personal anecdote in Japan. She challenges the American belief in the superiority of individual choice, highlighting studies showing that Asian-American children perform better when choices are made for them. The speaker also critiques the assumption that more choices lead to better outcomes, using Eastern European perspectives as a counterpoint. She concludes by discussing the emotional burden of choice, suggesting that sometimes, the freedom to choose can be overwhelming and that different cultural narratives about choice can offer valuable insights.

Takeaways

• 🌍 The speaker begins in Kyoto, Japan, highlighting cultural differences in the concept of choice, particularly through the anecdote of ordering green tea with sugar.
• 🍵 The insistence on having green tea with sugar led to a cultural misunderstanding, revealing a fundamental difference in the idea of choice between the American and Japanese perspectives.
• 🇺🇸 From an American viewpoint, customers should have their preferences met, encapsulated by slogans like 'Have it your way' from Burger King.
• 🇯🇵 Conversely, the Japanese perspective is to guide and protect customers from making what they perceive as incorrect choices, reflecting a different cultural duty.
• 🧠 The first assumption discussed is that individuals should make choices affecting them, which is seen as essential for success in America.
• 🧑‍🎓 A study with children showed that American children performed better when they made their own choices, while Asian-American children did better when they believed their mothers made the choice.
• 👨‍👩‍👧‍👦 The study suggests that for some cultures, choice is a collective act that can enhance performance and relationships, contrasting with the American emphasis on individual choice.
• 📈 The second assumption is that more choices lead to better decisions, but the speaker's research in Eastern Europe indicates that an overload of choices can lead to confusion and fear.
• 🏪 Examples like Walmart and Amazon illustrate the abundance of choices available in America, but this abundance is not universally seen as beneficial.
• 🚫 The third assumption is that one must never say no to choice. The speaker discusses the emotional burden of making difficult choices, such as end-of-life decisions for a baby.
• 💔 The emotional impact of choice is profound, with American parents expressing more negative emotions than French parents when deciding on life support for their babies.
• 🌐 The speaker concludes by advocating for a more nuanced understanding of choice that incorporates different cultural narratives and the realization that choice's potential is not always realized.

Q & A

What cultural misunderstanding did the speaker experience in Japan?

The speaker ordered green tea with sugar in Japan, which is against the local custom. Despite the waiter's polite insistence that green tea is not served with sugar, the speaker requested it anyway, leading to a discussion with the manager who ultimately did not provide sugar.

How does the American perspective on choice differ from the Japanese perspective as described in the script?

The American perspective values individual choice and personal preference, as seen in slogans like 'Have it your way' from Burger King. In contrast, the Japanese perspective emphasizes protecting those who may not know better and guiding them to make culturally appropriate choices.

What was the purpose of the study conducted with children in Japan Town, San Francisco?

The study aimed to explore how choice affects performance in children. It compared the performance of children who chose their own activities, those who had activities chosen for them by an authority figure, and those who believed their mothers chose for them.

What were the findings of the study with children regarding the impact of choice on performance?

The study found that American children performed best when they made their own choices, while Asian-American children performed best when they believed their mothers made the choices for them.

What is the first assumption about choice discussed in the script?

The first assumption is that if a choice affects you, then you should be the one to make it, as it ensures that your preferences and interests are fully accounted for.

How did the Eastern Europeans perceive the variety of soda choices offered to them in the study?

Eastern Europeans perceived seven different sodas not as seven distinct choices but as one choice, 'soda or no soda', indicating a different approach to choice compared to Americans.

What is the second assumption about choice mentioned in the script?

The second assumption is that the more choices you have, the more likely you are to make the best choice.

What was the reaction of the Eastern Europeans to the sudden availability of many consumer products?

The sudden availability of many consumer products was overwhelming for the Eastern Europeans, leading to feelings of fear, confusion, and being flooded with choice.

What is the third assumption about choice discussed in the script?

The third assumption is that you must never say no to choice, implying that choice is always beneficial and should be embraced.

How did the American and French parents cope differently with the loss of their newborns in the study mentioned?

American parents, who had to make the decision to remove life support, were more likely to express negative emotions and feel trapped, guilty, and angry. French parents, where doctors made the decision, were more likely to find positive meaning in the short life of their child.

What does the speaker suggest as a way to better understand and utilize choice?

The speaker suggests engaging in the many translations of the narratives of choice, learning from different cultural perspectives, and incorporating new viewpoints to realize the full potential of choice.

How does the speaker's blindness influence her study of choice?

The speaker's blindness provides her with a different vantage point for observing how sighted people make choices, particularly those that are heavily influenced by visual inputs.