Sheena Iyengar: Fate, chance, or choice

For the last 20 years, Sheena Iyengar has been studying choice. At INK2011 she demonstrates how choice is one of the most powerful tools we have for shaping ourselves, our lives, and our futures. ABOUT INK: INKtalks are personal narratives that get straight to the heart of issues in 18 minutes or less. We are committed to capturing and sharing breakthrough ideas, inspiring stories and surprising perspectives--for free! Watch an INKtalk and meet the people who are designing the future--now. ABOUT SHEENA IYENGAR: Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous “jam study,“ done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we’re presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chronicler