False friends: priming is a less efficient than you’ve been told

The point of this post about priming under¬†choice architecture tools is to make it clear that while priming does work in some contexts, priming is a tool that requires exceptional care to be used efficiently. For an overview of what priming is, you can have a look at the wikipedia entry. Be warned though, that […]

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 […]

Order of option presentations

The order with which options are presented matters in terms of which option is likely to get pciked, all else being equal. This won’t make people chose a drastically worse or better option by itself, but when two options are not so far apart in terms of perceived utility, it can make all the difference. […]