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Choice architecture
==Inertia==
==Inertia==
After introducing the reader to a "choice architect" named Carolyn, the authors proceed to delve into research about cell phones and what they view as the problem of too many choices. Research, they claim, shows that the buyer will take whatever the default option is, even as a more expensive(higher end) option is chosen and more choices result.<ref name=pageSix>Introduction, p. 6</ref> There are two important lessons that they conclude from this research.
After introducing the reader to a "choice architect" named Carolyn, the authors proceed to delve into research about cell phones and what they view as the problem of too many choices. Research, they claim, shows that the buyer will take whatever the default option is, even as a more expensive(higher end) option is chosen and more choices result.<ref name=pageSix>Introduction, p. 6</ref> There are two important lessons that they conclude from this research:
<blockquote>First, never underestimate the power of inertia. Second, that power can be harnessed.<ref name=pageSix /></blockquote>
<blockquote>First, never underestimate the power of inertia. Second, that power can be harnessed.<ref name=pageSix /></blockquote>
==Choice Architecture==
Using Carolyn and a helper named Adam as examples to promote paternalism, the authors highlight a cafeteria experiment:
<blockquote>He was right. Simply by rearranging the cafeteria, Carolyn was able to increase or decrease the consumption of many food items by as much as 25 percent.<ref>Introduction, p. 1</ref></blockquote>
By "architecting" people's choices, that is, by putting fruits in front of cake or vegetables on a higher row, eye level, they were able to exert an influence over people.
==External Links==
==External Links==
* [https://books.google.com/books?id=bt6sPxiYdfkC Nudge: Improving Decisions about Health, Wealth, and Happiness]
* [https://books.google.com/books?id=bt6sPxiYdfkC Nudge: Improving Decisions about Health, Wealth, and Happiness]