Last week, we published a new article "Designing choice architecture - a new framework" with The Marketing Society.
Choice architecture explains that our decisions are influenced by the way in which choices are presented to us. Subtle differences in the design of the decision making context can have a significant impact on the decisions we make.
Yet choice architecture is a very broad concept and greater definition and clarity could ensure it is applied effectively and consistently.
This article explores a new choice architecture framework which attempts to better define the concept. It is developed by Gareth Hollands and his colleagues at the Behaviour and Health Research Unit at the University of Cambridge. The framework identifies nine specific tools through which we can shape the decision-making context (see below).
This is a very accessible framework and one which can help us think harder about how to redesign an environment or setting to nudge and steer behaviour.
You can read our article here.