What choice architecture means for marketing

Nick Southgate

Behavioural economics has given us the concept of choice architecture. The idea is that consumers can be guided to make the choices desired by marketers through being presented with carefully considered options.

What choice architecture means for marketing

Nick Southgate

Behavioural economics has given us the concept of choice architecture. What it means is simply that the way a choice is presented influences how it is made. Given this, choice options can be designed to influence the way people choose as we would like. Nick Southgate explains how designing choices based on this knowledge is important to marketing

When Richard Thaler and Cass Sunstein coined the term ‘choice architecture’ in Nudge,they did not intend it to become just an academic term for dry debate. They were laying down...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands