An Apple Store customer asks for the latest iPhone in black but suddenly changes to white when he sees others choosing it. A citizen of a former communist country picks~ a drink at random; soda is soda, he says. A young man and woman decide to marry--knowing that they'll meet for the first time on their wedding day. In THE ART OF CHOOSING, Columbia University profes- sor Sheena Iyengar, a leading expert on choice, asks fascinating questions: Are our choices innate or created by culture? Why do we sometimes choose against our best interests? How much control do we really have? What's the relationship between choice and freedom? Drawing on her award-winning, discipline: spanning research, this remarkable book illuminates the joys and challenges of choosing--and shows us how we can choose better, one choice at a time.

席娜•伊加尔（Sheena Iyengar）

伊加尔在一个从印度移民到美国的家庭长大，父母是虔诚的锡克教徒，因此，伊加尔对东西方文化都不陌生。伊加尔幼年时患上色素性视网膜炎，到高中时基本失明，唯一能辨识的就是光。即便如此，伊加尔依旧凭借过人的毅力，先后获得华盛顿商学院学士学位和斯坦福大学社会心理学博士学位，目前在哥伦比亚大学商学院任教授。

伊加尔是世界著名的心理学家，因为在“选择”这一主题上的突破性研究获得美国国家科学基金、国家心理健康研究院的赞助。她的建议多次被麦肯锡公司、富达投资集团采纳。2002年，伊加尔获得美国总统青年科技奖。她的研究成果受到畅销书作家马尔科姆•格拉德威尔等人的推崇。