As good Choice Architecture can help address critical issues. Designers might strive hard to make sure they present accurate information, but like choosers, they might not comprehend those minor changes could have quite a big impact on choices.īecoming Better Choice Architects: A designer has an immense influence on the chooser however, a designer should design the choice architecture as they would want it for themselves.

However, understanding defaults depends on understanding endorsements and endowments, which are both channels through which preferences are assembled.ĭescribing Options: Choosing the right metrics is at the heart of design of choice architectures. It is possible for someone to not engage in a decision if they choose the default option. Hence, before you decide, someone has already molded the characteristics of the choice and the ‘design decisions’ will in some way affect what you choose.ĭecision by default: When you choose by default, you make the decision more quickly. The choice architects are designers and the people who make decisions are the choosers. And the people who present those choices like the doctors, or the seller are the ‘Choice architects’ -They are the designers of the decision that we make. The options may be the same, but the presentation can change your choice”. These are part of ‘Choice architecture’, as defined by the author, “The many aspects of how a choice is posed that can be manipulated, intentionally or inadvertently, to influence the decisions we make. We make different choices at different stages of life or options that are available that would suit our need at that time or later, such as retirement plans or what would you prefer to eat now. “The way choices are posed affects our actions” states the author, Eric Johnson in the book which is divided into 10 chapters. Though we agree that someone is playing that role in influencing our decision, but we will not be completely aware that there is a systematic approach on the decision-making process in our life.

The book ‘The Element of Choice’ takes a close look at exactly how the way choices are presented can change the decision-making process. But one does not realise that we have someone partnering with us on that decision making process. How others help you make that choice, pick that phone or buy that lipstick, intentionally or unintentionally. The process of decision making may seem intense or simple, but we seldom realise how we were influenced by the external factors during that time. Have you ever wondered why you chose a particular option? What made you choose that lipstick shade or laptop or phone brand? What motivates us to choose one option over another?

Eric johnson the elements of choice