However, choice is not viewed the same by all. This is ironic because having the ability to choose is symbolic to freedom. The process of choosing can be confusing, difficult, constraining and even suffocating. The value of choice comes from our ability to perceive differences between things that are not all that different. The Value of Choice If choice can be affected by primes, it is important to understand how choice is valued. The cognitive dissonance theory can be defined: "when people behave in a way that is inconsistent with their existing attitude, they experience discomfort.read more. THE COGNITIVE DISSONANCE THEORY In Chapter three on page 97, 'Song of Myself,' Iyengar makes reference to the theory of cognitive dissonance," This unpleasant experience of being caught between two contradictory forces is known as cognitive dissonance, and it can lead to anxiety, guilt, and embarrassment." (Iyengar 2010 97) From what has been covered in the course text, Essential Social Psychology, the theory of cognitive dissonance is applicable to the process of making choices.
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If we are able to realize the full potential of choice, we are able to see the hope and freedom that choice offers, but does not always deliver.
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Choice should not be a paralyzing moral relativism because it teaches us when and how to act. Iyengar enlightens the reader to the notion that by being able to choose, we all have a responsibility to open ourselves to a wider array of what choice can do and what it can represent. Iyengar allows the reader to view choice through a cultural lens, which one is not able to do without becoming aware of the motives and reasoning behind choice. Iyengar gives strength to her argument when drawing in the results and observations of her many studies with Americans, as well as other ethnic groups across the globe. The concepts Iyengar presents in her literature make strong connections to social psychology through the use of cognitive dissonance, priming and the value of choice, and cultural influences - both individualist and collectivist. The Art of Choosing is ground breaking in that Iyengar deconstructs and analyzes the complex relationship between choice, freedom, and culture. A Social Psychological Approach to the Art of Choosing Sheena Iyengar presents a revolutionary book on the most fundamental and mundane aspect of human survival - making choices.
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