I picked up this book called "The Art of Choosing" by
Sheena Iyenger hoping to get greater insight into the minds of the consumers I much yearn to address as a marketeer. I wanted to understand if I could influence the choices of buyers. Well, the book has gone far more deeper than just about the choice of a consumer & dealt with the entire psychology of every choice that we make in life. It has brought forward the fact that much as we think that choices are made by us, we also are eventually made by them. What we choose to accept eventually turns around and shapes our lives and that choice is influenced by factors like culture, society, multitude of choices etc.
