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CardRates.com referenced Columbia Business School’s Sheena Iyengar in a discussion about whether the escalating competition among ultra-premium credit cards is sustainable. Drawing on insights from her book The Art of Choosing, the article explores how consumer decision-making can be shaped—and strained—by increasingly complex reward structures and feature sets. Iyengar’s work highlights how too many options or added layers of incentives can ultimately undermine satisfaction and long-term loyalty.
