SHEENA IYENGAR
Age: 40
Title: Professor of Business, Columbia Business School Education: Ph.D. in Social Psychology, Stanford University; B.A. in Psychology, University of Pennsylvania; B.S. in Economics, Wharton School of Business
Book: The Art of Choosing, Little, Brown
Interests: Travelling, cooking, jazz, chocolate shopping in New York
(This story appears in the 16 July, 2010 issue of Forbes India. To visit our Archives, click here.)
Indian telecom giants should definitely read the book and consult her. 9999 plans with 1 paisa difference-Stop taking the mickey out of us! Ms.Iyengar - Very well said & said very clearly :)
on Jul 9, 2010This is a good one on Buyology.
on Jul 6, 2010Good article. I also have a question to Ms.Iyengar. "What about situations where the choices are from different brands? Does the same theory hold there? Forgetting about commoditization for the moment, does sales actually increase with lower number of choices of say, bathing soap?" The last question went off rather tangentially, though it was related to choice. Other than that, this is a good article.
on Jul 5, 2010