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 professor 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.