How to make choosing easier according to Sheena Lyengar

We all want customized experiences and products -- but when faced with hundreds of options, consumers easily freeze up and can't decide. With fascinating new research, Sheena Iyengar demonstrates how businesses can improve the experience of choosing.

She says that too many options offered could have a negative consequence on the consumers ability to choose, and suggests to get rid of irrelevant alternatives and info in order to make the process as easy as possible.

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