She Chooses Her Choice: On Decorating Advice And "Going With Your Gut"
LatestUsually, the Times‘s “At Home With” columns piss me off, with their descriptions of palatial apartments and twee owners. But the story of Sheena Iyengar, a blind choice expert who furnishes her home by consensus, is downright fascinating.
Any regular Times reader knows the “At Home With” formula: rom-com-ready job (jewelry designer/cartoonist/dog-lingerie-creator) + neighborhood you can’t afford + really nice cabinets = exercise in bourgeois envy. I’m sure I’m not the first to imagine a post-Madoff version of the feature, which would follow the evictions of previously well-heeled subjects and their eventual relocation to Bushwick. Columbia University business prof Sheena Iyengar fits the formula perfectly, with the crucial difference that she’s actually way more interesting than her apartment. For one thing, she’s responsible for the famous “jam study,” in which she found that shoppers with fewer jam options were more likely to purchase the condiment (an issue Carol Channing was looking into back in 1985). The Times‘s Penelope Green notes, “The study – more is less! – made Dr. Iyengar a darling of corporate America and a celebrity in social science circles.” And indeed, Iyengar’s work made an appearance Barry Schwartz’s popular book The Paradox of Choice, which claimed that, “clinging tenaciously to all the choices available to us contributes to bad decisions, to anxiety, stress, and even clinical depression.”