Offering people more choices doesn’t help them make better choices, Sheena Iyengar says.
Quite the opposite: An overabundance of options leads people to procrastinate, make poor selections, and be less satisfied with the choices they make.
“People say they want a lot of choice, but what they really want is to feel competent during the selection process and confident with their choice,” says Iyengar, a Columbia University Business School professor who wrote “The Art of Choosing.”
That finding meshes well with how credit unions differentiate themselves in the marketplace, says Iyengar, who delivered a keynote address Monday at the CUNA Lending Council Conference in Nashville.
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