Author: Sheena Iyengar
This book has a nice mix of anecdotal and scientific evidence regarding how we make choices. Iyengar touches on cultural differences, individual psychology and marketing schemes. She gives this example of an experiment conducted in the 1950s.
When psychobiology researchers in 1957 put rats in
individual jars of water to see how long they would swim before drowning, rats
of similar strength swam surprisingly different time spans. Some sank almost
immediately; others swam an average of 60 hours. In a follow-up, researchers
put the rats in the water jars, let them “wriggle free,” caged them and
immersed them, over and over. Put in the water for the last time, the rats all swam
to exhaustion, averaging 60 hours. None gave up instantly. It seems they had
learned that escape was possible, and they chose to live as long as they could.
Now that is a pretty intense experiment.
Now that is a pretty intense experiment.
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