Your potential customers have to decide thousands of times each day. From choosing the clothes to wear for work to the more impactful decisions like the field of study or career path. Things will get more complicated when your potential customer wants to buy something. Many different options, online or physical shops, which brand, which model which color, with what price, and this list can go on for hours.

Today human is bombarded with almost unlimited options to choose from. It will make the decision-making process difficult for them and also make it harder for you as an e-retailer to convince people to choose you. How you are going to convince your prospects that from all other options, they have to choose you?

Well, it seems that the quality of your product, customer service, or cheap prices are not enough. Especially if you don’t have thousands of euros to spend on your marketing campaigns. You need to find a way to push people to choose you without really forcing them. It seems contradictory, right? Too good to be true? You are RIGHT, but this is the power of Choice Architecture.

How can you control the decisions of your potential customers like the Imperius curse in the Harry Potter movie? You will find your answer in this article.

Choice Architecture Definition

This term coined by Thaler and Sunstein (2008) refers to the practice of influencing choice by “organizing the context in which people make decisions”.

Choice Architecture, as defined by Richard Thaler and Cass Sunstein, involves strategically organizing the context in which individuals make decisions with the aim of increasing the possibility of doing a desired action. It’s like arranging the pieces on a chessboard to influence the moves players make. The goal is to gently guide decisions without restricting freedom, a practice that has significant implications across various fields.

In other words, it refers to the intentional design of the presentation and arrangement of choices to…


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