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Beyond Nudges: Tools of a Choice Architecture

18 Pages Posted: 13 Jul 2013  

Eric J. Johnson

Columbia Business School - Marketing

Suzzane B. Shu

University of California, Los Angeles (UCLA)

Benedict G. C. Dellaert

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE); Erasmus Research Institute of Management (ERIM)

Craig R. Fox

University of California, Los Angeles (UCLA) - Anderson School of Management

Daniel G. Goldstein

Microsoft Research New York City; London Business School

Gerald Haeubl

Independent

Richard P. Larrick

Duke University - Fuqua School of Business

John W. Payne

Duke University - Marketing

Ellen Peters

Ohio State University - Psychology Department; Decision Research; University of Oregon

David Schkade

University of California, San Diego

Brian Wansink

Cornell University

Elke U. Weber

Columbia Business School - Management & Psychology

Date Written: June 11, 2013

Abstract

The way a choice is presented influences what a decision-maker chooses.This paper outlines the tools available to choice architects, that is anyone who present people with choices. We divide these tools into two categories: those used in structuring the choice task and those used in describing the choice options. Tools for structuring the choice task address the idea of what to present to decision-makers, and tools for describing the choice options address the idea of how to present it. We discuss implementation issues in using choice architecture tools, including individual differences and errors in evaluation of choice outcomes. Finally, this paper presents a few applications that illustrate the positive effect choice architecture can have on real-world decisions.

Keywords: Choice architecture, Decision support, Options and alternatives, Describing attributes

Suggested Citation

Johnson, Eric J. and Shu, Suzzane B. and Dellaert, Benedict G. C. and Fox, Craig R. and Goldstein, Daniel G. and Haeubl, Gerald and Larrick, Richard P. and Payne, John W. and Peters, Ellen and Schkade, David and Wansink, Brian and Weber, Elke U., Beyond Nudges: Tools of a Choice Architecture (June 11, 2013). Marketing Letters (2012) Vol 23: pp 487–504; University of Alberta School of Business Research Paper No. 2013-739; Columbia Business School Research Paper No. 13-61. Available at SSRN: https://ssrn.com/abstract=2277968

Eric J. Johnson (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Suzzane B. Shu

University of California, Los Angeles (UCLA) ( email )

405 Hilgard Avenue
Box 951361
Los Angeles, CA 90095
United States

Benedict G. C. Dellaert

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Craig R. Fox

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States

Daniel G. Goldstein

Microsoft Research New York City ( email )

641 Avenue of Americas
New York, NY 10011
United States

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom
+44 0 20 7000 8611 (Phone)
+44 0 20 7000 8601 (Fax)

HOME PAGE: http://www.dangoldstein.com

Gerald Haeubl

Independent

No Address Available

Richard P. Larrick

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

HOME PAGE: http://www.fuqua.duke.edu/faculty/alpha/larrick.htm

John W. Payne

Duke University - Marketing ( email )

United States

Ellen Peters

Ohio State University - Psychology Department ( email )

Blankenship Hall-2010
901 Woody Hayes Drive
Columbus, OH OH 43210
United States

Decision Research ( email )

1201 Oak Street, Suite 200
Eugene, OR 97401
United States

HOME PAGE: http://www.decisionresearch.org

University of Oregon ( email )

1280 University of Oregon
Eugene, OR 97403
United States

David Schkade

University of California, San Diego ( email )

Rady School of Management
9500 Gilman Drive
La Jolla, CA 92093
United States
858-822-5933 (Phone)

HOME PAGE: http://management.ucsd.edu/cms/showcontent.aspx?ContentID=89

Brian Wansink

Cornell University ( email )

Ithaca, NY 14853
United States

Elke U. Weber

Columbia Business School - Management & Psychology ( email )

3022 Broadway
New York, NY 10027
United States

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