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  3. In The Art of Choosing, Sheena Iyengar, a business professor at Columbia University and a leading expert on decision making, tel

In The Art of Choosing, Sheena Iyengar, a business professor at Columbia University and a leading expert on decision making, tel

admin2013-09-23  92
问题     In The Art of Choosing, Sheena Iyengar, a business professor at Columbia University and a leading expert on decision making, tells us that making sound choices is even more difficult than we think. To learn how to make better decisions, we first need to become aware of the pitfalls(陷阱)we typically encounter.
    Iyengar reveals, for example, that having many options to choose from does not lead to better outcomes, despite popular assumptions to the contrary. For instance, she found that consumers were far more likely to buy jam when given fewer flavor choices, not more. " We frequently pay a mental and emotional tax for freedom of choice, " she writes. To become better choosers, Iyengar proposes that when confronted with an abundance of options, people should focus first on the easiest elements of the decision and work up to the more complex parts.
    She illustrates this point using one study in which Audi buyers had to choose among 144 total car features. One group started with the features that required fewer options, such as whether they wanted leather or upholstered interiors, and worked up to features with many options, such as choosing among 56 colors for the car’s interior and exterior. The other group started with the hardest choices and moved toward the easier ones. In the end, those in the group that went from the hardest to easiest spent an average of 1, 500 euros more on their cars than the other group and reported they were less happy with their decisions.
    Iyengar also explains that we often make decisions not based on our tastes but on how we think our decisions will be perceived. In 2000 a team of psychologists at the Massachusetts Institute of Technology and Columbia University showed that people receiving a free sample of beer chose against their tastes to avoid looking like copycats to their peers. Individuals who picked their beers in private, however, chose what they enjoyed and said they were happy with their decisions. Iyengar points out that the people who chose against their tastes were often unconscious of what motivated their decisions. Thus, she proposes that one way to avoid strong and sometimes silent influences is to try to become more aware of them in the first place.
    Ultimately, Iyengar wants us to recognize that our decisions—both the mundane(普通的)and momentous—are influenced by many factors and that the more we recognize those factors, the more satisfied we will be.
Compared with the other group, those Audi buyers who started from the hardest choices to the easiest ones______.
选项 A、spent less money and were happier
B、spent less money and were less happy
C、spent more money and were happier
D、spent more money and were less happy
答案D
解析 细节题。根据第三段最后一句“与另一组相比，这些由难到易小组的成员平均每人多花费1500欧元购车，并表明对自己的决定不是很满意”，可知[D]为正确答案。其他选项均不符合文意，故排除。
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