Beyond nudges: Tools of a choice architecture
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Beyond nudges: Tools of a choice architecture Eric J. Johnson & Suzanne B. Shu & Benedict G. C. Dellaert & Craig Fox & Daniel G. Goldstein & Gerald Häubl & Richard P. Larrick & John W. Payne & Ellen Peters & David Schkade & Brian Wansink & Elke U. Weber
Published online: 25 May 2012 # Springer Science+Business Media, LLC 2012
Abstract The way a choice is presented influences what a decision-maker chooses. This paper outlines the tools available to choice architects, that is anyone who present people with choices. We divide these tools into two categories: those used in structuring the choice task and those used in describing the choice options. Tools for structuring the choice task address the idea of what to present to decision-makers, Preparation of this article has been supported by NIA Grant 5R01AG027934 to the first author.
E. J. Johnson (*) : E. U. Weber Center for Decision Science, Columbia Business School, Columbia University, New York, NY, USA e-mail: [email protected] S. B. Shu : C. Fox Anderson School of Management, UCLA, Los Angeles, CA, USA B. G. C. Dellaert Department of Business Economics, Erasmus School of Economics, Erasmus University, Rotterdam, Netherlands D. G. Goldstein Yahoo! Research and London Business School, London, UK G. Häubl School of Business, University of Alberta, Edmonton, AB, Canada R. P. Larrick : J. W. Payne The Fuqua School of Business, Duke University, Durham, NC, USA E. Peters Psychology Department, The Ohio State University, Columbus, OH, USA D. Schkade Rady School of Management, UCSD, San Diego, CA, USA B. Wansink Applied Economics and Management Department, Cornell University, Ithaca, NY, USA
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Mark Lett (2012) 23:487–504
and tools for describing the choice options address the idea of how to present it. We discuss implementation issues in using choice architecture tools, including individual differences and errors in evaluation of choice outcomes. Finally, this paper presents a few applications that illustrate the positive effect choice architecture can have on realworld decisions. Keywords Choice architecture . Decision support . Options and alternatives . Describing attributes
Choice architecture, a term coined by Thaler and Sunstein (2008), reflects the fact that there are many ways to present a choice to the decision-maker, and that what is chosen often depends upon how the choice is presented. Choice architects have significant, if perhaps underappreciated, influence, much like the architect of a building who affects the behaviors of the building’s inhabitants through the placement of doors, hallways, staircases, and bathrooms. Similarly, choice architects can influence choice in many ways: by varying the presentation order of choice alternatives, the order attributes and their ease of use, and the selection of defaults, to name just a few of the design options available. While it is tempting to think that choices can be presented in a “neutral” way (“Just the facts, Ma’am”), the reality is that there is no neutral architecture—any way a choice is presented wil
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