When I first saw this book, my heart sank because I thought it was the book that I am hoping to write. It isn't. The title implies that the focus is on the art of choosing, but in fact it is on research on choice. Read in this light I found it very useful, but not reader oriented in the sense of helping people to apply the information provided in order to help them to make wiser choices. As a social psychologist by training, and remembering my own doctoral dissertation, I suspect that this book is a simplified version of Iyengar's dissertation. As a result, it sometimes focuses more on how political and cultural issues affect attitudes toward choices than would a book that is focused on helping people with their choice-making. As an over-view of research, spiced up with some very interesting anecdotes, it does very well. As a guide to the art of choosing, it does not deliver.
Nonetheless, it is well written, and contains some hugely important insights in its cross-cultural insights. I was particularly interested in the comparison of collectivist and individualistic cultures as regard choices. What may be motivating to some people may be disconcerting and unwelcome to others - something that is important for multinational corporations as they seek to motivate their workers. Those of us who have grown up in the individualistic cultures of the West may be surprised to read that what we would perceive as a frustrating lack of choice in the more collectivist cultures is actually described as reassuring and more likely to ensure fairness.
If you are looking for an entertainingly written account of research on choice at an "academic, a few thousand feet up" level rather than a "down on the ground where we are making choices" work it is an excellent read and I am glad to have added it to my library.