What did social psychologist Sheena Iyengar's research reveal about how unique people actually believe their decisions are? That humans believe themselves to be far more unique in their decision-making patterns than the evidence shows them to be. Across many studies, Iyengar and other social psychologists have documented that people behave in surprisingly similar ways across most choice contexts, while simultaneously reporting strong beliefs that their own choices are distinctive expressions of their individual personality. The mechanism that reinforces this self-belief is interesting: people tie a decision they made to something else they were thinking or expressing at the moment of choice, [...]

What did social psychologist Sheena Iyengar's research reveal about how unique people actually believe their decisions are? That humans believe themselves to be far more unique in their decision-making patterns than the evidence shows them to be. Across many studies, Iyengar and other social psychologists have documented that people behave in surprisingly similar ways across most choice contexts, while simultaneously reporting strong beliefs that their own choices are distinctive expressions of their individual personality. The mechanism that reinforces this self-belief is interesting: people tie a decision they made to something else they were thinking or expressing at the moment of choice, [...]

What did social psychologist Sheena Iyengar's research reveal about how unique people actually believe their decisions are? That humans believe themselves to be far more unique in their decision-making patterns than the evidence shows them to be. Across many studies, Iyengar and other social psychologists have documented that people behave in surprisingly similar ways across most choice contexts, while simultaneously reporting strong beliefs that their own choices are distinctive expressions of their individual personality. The mechanism that reinforces this self-belief is interesting: people tie a decision they made to something else they were thinking or expressing at the moment of choice, [...]