Sheena Iyengar is the inaugural S.T. Lee Professor of Business in the Management Division at Columbia Business School. Her research focuses on choice and decision-making. She is the author of The Art of Choosing and Think Bigger (2023).
A new study featuring more than 7,000 participants from six countries found that choice deprivation—a feeling of not having enough to choose from—not choice overload is the most common consumer experience.