Iyengar examines the many facets of choice: how and why people make choices, how other factors and powerful forces – such as bias and culture –  influence the choices we make, how we can minimise those influences, and how choice and meaning are intertwined. Her aim is to better equip people to cope with the overwhelming variety of choice in everyday life.

Iyengar’s latest research looks at authenticity, including how the increasing use of social media is shaping our constructions of reality and identity, how human genetic modification will change our definitions of and approaches to being human, and how robots and AI could alter our conceptions and practices of authenticity.