It is these decisions made by the designer that we call choice architecture. And then there’s the flowery phrases describing dishes! In short, the designer has influenced you in ways of which you are not aware. After all, you might make different choices if calories were listed, or if a heart healthy sticker were present. vegetarian) and decided how to describe the dishes. They have decided the order of items, organized them into categories (meat and fish or vegan vs. In fact, the designer of the menu is your hidden partner in making this choice. You are a choice architect.Ĭonsider a restaurant menu: The delightful food on the menu, their prices, and their descriptions will influence what you choose, of course, but other things will as well. Listen to the audio version-read by Eric himself-in the Next Big Idea App. He lives in New York City.īelow, Eric shares 5 key insights from his new book, The Elements of Choice: Why the Way We Decide Matters. He has been the president of both the Society for Judgment and Decision Making and the Society for Neuroeconomics. Johnson is the Norman Eig Professor of Business and the director of the Center for Decision Sciences at Columbia Business School.
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