This is Part 2 of our conversation with Dr Sarah Memmi. Sarah is a behavioral scientist. She teaches at the University of Louisville in Kentucky where she’s an Assistant Professor of Marketing in the College of Business. Her main area of research is how people pursue goals; how they handle conflicts between multiple goals, and how they manage their personal resources (time, money). She also teaches in the University of Louisville’s unique equine business program.

In Part 1 of this conversation we introduced the topic of control and choice. Now in Part 2 Sarah will explore with us the paradoxes these concepts create for us.