Posts tagged with Sheena Iyengar

Brain freeze: data overload and the weary consumer

It’s been long established in marketing research circles that the more choices you give a consumer, the less likely he or she is to decide on one.

Sheena Iyengar, a professor at Columbia Business School and author of The Art of Choosing, addressed a roomful of marketers at BRITE ‘11 about how to navigate the problem. Her work has implications for selling anything online or offline.

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