What choice architecture means for marketing

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...

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