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Beyond nudges: Tools of a choice architecture |
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| Authors: | Eric J. Johnson Suzanne B. Shu Benedict G. C. Dellaert Craig Fox Daniel G. Goldstein Gerald H?ubl Richard P. Larrick John W. Payne Ellen Peters David Schkade Brian Wansink Elke U. Weber |
| Affiliation: | 1. Center for Decision Science, Columbia Business School, Columbia University, New York, NY, USA 2. Anderson School of Management, UCLA, Los Angeles, CA, USA 3. Department of Business Economics, Erasmus School of Economics, Erasmus University, Rotterdam, Netherlands 4. Yahoo! Research and London Business School, London, UK 5. School of Business, University of Alberta, Edmonton, AB, Canada 6. The Fuqua School of Business, Duke University, Durham, NC, USA 7. Psychology Department, The Ohio State University, Columbus, OH, USA 8. Rady School of Management, UCSD, San Diego, CA, USA 9. Applied Economics and Management Department, Cornell University, Ithaca, NY, USA |
| 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, 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 real-world decisions. |
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