But if choice is good, Iyengar wondered, why did having so much of it leave her feeling so overwhelmed? The reigning paradigm of American culture touted the benefits of individual choice.
Rarely, however, did she purchase anything-and that struck her as odd. A gourmand, she enjoyed the dozens of tasting booths scattered about. Although she is blind, Iyengar, a slight woman with ink-black hair, thrilled at the multitude of products on offer: 3,000 cookbooks, 500 varieties of produce, 250 types of cheese, 150 vinegars, 75 olive oils, and nearly 250 mustards. Iyengar was a graduate student in social psychology at Stanford University in the mid-1990s, she liked to visit Draeger’s Market in nearby Menlo Park.
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