Affidivation:

Columbia University

NSF Directorate:

SBE

Gender:

F

Award Year:

2001

Citation:

For undertaking groundbreaking behavioral research studies on individual limits of choice as they affect intrinsic motivation. Her work is helping lead to a better understanding of how cultural, individual, and situational dimensions of human decision-making can be used to improve people's lives. Through seminars and educational outreach, Iyengar teaches consumers how to manage everyday decisions, and coaches corporate leaders on developing innovative and feasible business plans.