About this Talk: Over the years, research has shown a counterintuitive fact about human nature: That sometimes, having too much choice makes us less happy. This may even be true when it comes to medical treatment. Baba Shiv shares a fascinating study that measures why choice opens the door to doubt, and suggests that ceding control — especially on life-or-death decisions — may be the best thing for us.

About the Speaker: Baba Shiv studies how “liking” and “wanting” shape the choices we make, and what that means in the world of marketing.
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