"The people who believe themselves to be opinion leaders are less affected by others, " Iyengar said.
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Working with his Co-Founder, college roommate Sridhar Iyengar, they bootstrapped the venture for years without VC funding.
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In the case of retirement funds (or jams, another choice set Iyengar has famously studied), choice overload often leads people to opt out of choices.
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His collaborator Sheena Iyengar, a professor at Columbia Business School, has shown that when employers expand the list of retirement funds that people can invest in, many employees become paradoxically less likely to put any money into retirement.
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