A Bird in the Hand or Two in the Bush: Advantageous Decision Making in the Context of Simultaneously versus Sequentially Presented Options. Cassie Mogilner, Baba Shiv, and Sheena S. Iyengar.
Choice Proliferation, Simplicity Seeking, and Asset Allocation. Sheena S. Iyengar and Emir Kamenica.
Order in Product Customization Decisions: Evidence from Field Experiments. Jonathan Levav, Mark Heitmann, Andreas Herrmann, and Sheena S. Iyengar. MSI Working Paper 08-107.
"No one asks better questions, or comes up with more intriguing answers."
Malcolm Gladwell
author of Blink