Larger packaging and plates make us eat more

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Hollands, GJ, Shemilt, I, Marteau, TM, Jebb, SA, Lewis, HB, Wei, Y, Higgins, J & Ogilvie, D 2015, ‘Portion, package or tableware size for changing selection and consumption of food, alcohol and tobacco’, Cochrane Database of Systematic Reviews, vol. 9, viewed 24 March 2016 […]

Default choice(s): types and how to use them

Defaults are now widely used as a Choice Architecture tool, and rightly so, as they’ve demonstrated robust effects across many industries and many different media through which they are implemented. Most people do not change from the default pre-set for them. If the touchpoint you are analyzing involves a choice then you need to analyze: whether […]

Reactance Mitigation

Reactance Mitigation is not so much a tool as it’s a checkpoint designed to avoid negative externalities and backfirings. When devising a new Choice Orchestration, you need to watch for situations where Reactance can potentially develop. If all or part of the agents develop reactance, then you’ll likely have negative consequences materializing. Some relevant case […]


Reactance is the psychological term defining the human tendency of reacting negatively towards situations perceived to be limiting personal freedom of choice. Wikipedia defines it as such: Reactance is a motivational reaction to offers, persons, rules, or regulations that threaten or eliminate specific behavioral freedoms. Reactance occurs when a person feels that someone or something […]

Background color of nutritional labels influences perception of how healthy the product is

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Health Commun. 2013;28(8):814-21. doi: 10.1080/10410236.2012.725270. Epub 2013 Feb 27. Does green mean healthy? Nutrition label color affects perceptions of healthfulness. Schuldt JP. Department of Communication , Cornell University. Goal(s) Finding out whether the background color of nutrional labels influences the degree to which consumers perceive a food […]

Consumers rate “eco-friendly” coffee as tasting better

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Sörqvist P, Hedblom D, Holmgren M, Haga A, Langeborg L, Nöstl A, et al. (2013) Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee. PLoS ONE 8(12): e80719. doi:10.1371/journal.pone.0080719 Goal(s) Finding if labelling coffee as eco-friendly […]

Labelling the same foods as organic makes consumers evaluate them differently

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Wan-chen Jenny Lee, Mitsuru Shimizu, Kevin M. Kniffin, Brian Wansink, You taste what you see: Do organic labels bias taste perceptions?, Food Quality and Preference, Volume 29, Issue 1, July 2013, Pages 33-39, ISSN 0950-3293, Goal(s) Study to see of labelling a food as […]

Halo Effect (tool)

The Halo Effect is the human tendency to associate the positive or negative judgement about a person, object or service along 1 dimension to other unrelated dimensions. Marketers have been using this age-old tendency for decades (or more) by associating their brands with positive figures or attribute. When analyzing a touchpoint, try to analyze what current […]

Halo Effect (tendency)

The Halo Effect is the academic (and not really intuitive) name for the human tendencies to use the characteristic of someone or something in one domain to infer positive or negative attributes in other, unrelated domains. It’s widely used to associate brands or products with positive aspects, like the color green for healthy or environmentally-friendly […]


Increasing the saliency of a choice, a data point or a piece of information will increase its importance in the decision-making process. This is intuitive, well-established and documented but surprisingly underestimated and underused for applied BE projects. One of the first element to analyze in a situation is to find out which choice and other […]