Like the swimming rats in Richter’s experiment,.... : Quote by Sheena Iyengar

“ Like the swimming rats in Richter’s experiment, we can survive for only so long without solid ground beneath our feet; if the choices aren’t real, sooner or later we will go under. It’s important, therefore, that we examine our assumptions about choice and that we openly discuss how, when and why it falls short. ”

Sheena Iyengar
  • From : The Art of Choosing
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