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We are influenced by external factors when making choices from "summary" of The Art of Choosing by Sheena Iyengar

When faced with a choice, we often like to believe that we are in control of our decisions. We like to think that we carefully weigh the options before us and make a rational choice based on our preferences and values. However, the reality is that our choices are often influenced by external factors that we may not even be aware of. These external factors can shape our decisions in subtle ways, nudging us towards one option over another. One such external factor is the context in which a choice is presented to us. The way a choice is framed can have a significant impact on the decision we ultimately make. For example, a choice presented as a gain is more likely to be chosen than the same choice presented as a loss, even if the options are objectively the same. This framing effect shows how external factors can sway our decisions without us even realizing it. Another external factor that influences our choices is the presence of other people. Social pressure can play a powerful role in shaping our decisions, leading us to make choices that align with the expectations of those around us. This can be seen in situations where we conform to the choices of a group, even if we personally disagree with the decision being made. The desire to fit in and be accepted can override our individual preferences and values, leading us to make choices that may not be in our best interest. Furthermore, our decisions can be influenced by the way choices are presented to us. The sheer number of options available can overwhelm us and make it difficult to make a decision. This phenomenon, known as choice overload, can lead to decision fatigue and, ultimately, result in us making choices that are hasty or uninformed. In this way, external factors such as the presentation of choices can have a significant impact on the decisions we make.
  1. While we may like to think that we are in control of our choices, the reality is that external factors play a crucial role in shaping our decisions. From the way choices are framed to the influence of social pressure, these factors can impact our decisions in ways that we may not even be aware of. By recognizing the power of external influences on our choices, we can strive to make more informed and intentional decisions that align with our true preferences and values.
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The Art of Choosing

Sheena Iyengar

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