Making choices: Little things can matter a lot

Crawford Hollingworth

This article describes how choices are affected by the context in which they're made, including the effect of number and type of choices.

Making choices: Little things can matter a lot

Crawford HollingworthThe Behavioural Architects

Throughout the day our decisions are influenced by the context in which we make them. Choices aren't made in a vacuum so marketers need to understand the (often small and seemingly insignificant) factors that can have substantial effects on how people choose. Here are four ways in which decision-making may be affected.

Navigating choice via extremes

Part of the context for choice is the awareness of the other options available. We navigate from extreme choices and tend to pick the middle option as a compromise, a phenomenon...

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