The Sorting Hat has trouble placing Harry Potter. In the Hogwarts home of valor and chivalry, Gryffindor? Or should it be Slytherin House, a place of serpentine cunning and ambition? Harry asks for Gryffindor, and that settles things—until he shows an unnerving gift for speaking with forked tongue. The very young wizard consults headmaster Albus Dumbledore, who tells him, “It is our choices, Harry, that show what we truly are, far more than our abilities.”
Thereby hangs J.K. Rowling’s marvelous tale, and much of what social psychologist Sheena Iyengar addresses in The Art of Choosing. Iyengar makes clear that our choices in life are conditioned not only by natural endowment, but by forces pervasive as the air we breathe: culture, environment, and lest we forget, the related art of salesmanship.
Among their many studies, Iyengar and her colleagues have researched how a culture such Japan’s guides one toward choices on behalf of the collective. This produces societies in which people receive the benefits of “freedom from” various challenges while also experiencing limitation of personal choice to some degree. Cultures like that of the United States, where the rugged individual is a primary role model, stress “freedom to.” At an extreme, such a culture can encourage profound suspicion of anything that would tamper with unlimited choice, even if there are clear benefits to one’s own community.
As a professor at the Columbia Business School, Iyengar does have a certain interest in understanding the way choice affects the bottom line. Heard of the jam study? Iyengar designed that one, which showed people will buy six times more from a yummy product line after selecting tastes from just six jars than after choosing from an array of two dozen.
Wonder why that company 401K retirement account languished? It’s likely an employer offered too many mutual funds, rather than too few, so that sorting the welter of investment options became a task permanently deferred. An approach to dealing with such paradox, Iyengar suggests in The Art of Choosing, is to consult the trusted expertise of others when and where we need it, and to focus on fully understanding what interests us most. After all, even Harry outsourced the repair of his glasses to Hermione.
At times, one’s freedom to choose dwindles with a toss of the genetic dice. Completely blind since her early teens, Sheena Iyengar writes movingly about people in constrained situations seeking ways to exercise the agency of choice. Iyengar’s book also makes fine use of visual metaphor and of images she has never seen, because many years ago she chose to learn the language and culture of sighted people in order to become a better communicator. That it works so well is a tribute not only to Iyengar, but to the collective of friends, family and colleagues who have helped her engage personally and professionally with everything from her home décor to research on the origin of fashion trends.
When Harry Potter hears slithering in the walls of Hogwarts, he is scared but resolute. Thousands of pages (and many movie hours) later he faces the greatest choice of all, but the whole time he’s been making decisions based on what he believes to be right and true. The book of our own lives can be just as coiled and complicated a narrative of choice. We don’t have Dumbledore around, but we can still hear Sheena Iyengar talk about being “choosy about choosing” in our mere muggle’s world.