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Information and the Architecture of Choices

About the Talk

March 24, 2018 4:15 PM

Chicago, IL

Chicago, IL

The key insight of behavioral economics is that information influences choices. Thus, how we architect information is how we architect choices. That choices are dependent on information rather than independent and stable, along with the insight that people are heuristic problem solvers who pay attention to salient rather than relevant feedback, is the basis of a 3-part Choice Architecture framework we present.

This framework has implications not just for the design of products, but also for the models we use to represent the problem and solution spaces, as well as for the strategy we develop for products.

The general framework – Relative Prefences; Heuristic Decision Making; and Salient Feedback – generalizes across domains and can be readily applied.

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