Choice Architecture
Richard Thaler · 2008
"There is no such thing as a 'neutral' design. The way choices are presented to us inherently nudges our behavior in a specific direction."
If you run a school cafeteria, the order in which you arrange the food determines what the kids will eat. If the apples are at eye level and the cake is hidden in the back, the kids will eat more apples. The cafeteria director is a 'Choice Architect.'
Classical economics assumes humans are perfectly rational calculators who will always choose what is best for them, regardless of how the options are presented. Behavioral economics proves this is false. We are lazy, and our decisions are heavily influenced by default options, visual placement, and the framing of the question.
What is the core premise of 'Choice Architecture'?
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The explanation above is written with AI assistance. These are the originals — go to them to check it.
- Nudge and Choice ArchitectureBehavioral Scientist
Sludge
"Sludge is the evil twin of the Nudge. It is the intentional addition of excessive friction designed to stop you from doing something that benefits you."