Every day we make choices. Coke or Pepsi? Save or spend? Stay or go? Whether mundane or life-altering, these choices define us and shape our lives. Iyengar asks the difficult questions about how and why we choose: Is the desire for choice innate or bound by culture? Why do we sometimes choose against our best interests? How much control do we really have over what we choose? Her research reveals that the answers are surprising and profound. In our world of shifting political and cultural forces, technological revolution and interconnected commerce, our decisions have far-reaching consequences.