This outstanding video from TED may be one of the most insightful presentations I've heard on the relationship between culture and consumer choice.

Sheena Iyengar dispenses with the consumer focus group and leaves behind some of the more obsolete but dearly loved quantitative testing methods so popular among marketers today. Instead, she dives deep into the the psychocultural motivations behind the act of choosing. Iyengar's research has been informing business and consumer-goods marketing since the 1990s and has produced material for writers like Malcolm Gladwell. All of which makes me think that her new book, the Art of Choosing is well worth buying.




Sheena Iyengar on the art of choosing | Video on TED.com


Article: Creative Commons License 2010 Gavin Barrett
This work is licensed under a Creative Commons Attribution-Noncommercial 2.5 Canada License.