The Behavioral Design Podcast

Elements of Choice with Eric J. Johnson

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Nov 10, 2021
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INSIGHT

No Neutral Choice Architecture

  • There is no such thing as a neutral choice architecture; all environments influence decisions intentionally or not.
  • Recognizing this helps us understand that 'not nudging' is impossible as every setup nudges choices in some way.
INSIGHT

Choosing Number of Options

  • How many options to provide depends on how much the chooser is known and the variety of choices available.
  • Too many options overwhelm; fewer, better-curated ones improve decision quality, as seen in NYC school choice.
ADVICE

Customize Choice Architecture

  • Customize choice architecture to the user; one size does not fit all.
  • Providing organization and categories suits experts and helps novices navigate choices better.
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