The Elements of Choice

Why the Way We Decide Matters

First, this book will change how you see the world.

Then you will change how others see it.

‘Indispensable’ Daniel Kahneman

How do you get people to agree to donate their organs? What’s the trick to reading a wine list? What’s the perfect number of potential matches a dating site should offer? 

Every time we make a choice, our minds go through an elaborate process most of us never even notice. We’re influenced by subtle aspects of the way the choice is presented that often make the difference between a good decision and a bad one. To overcome the common faults in our decision-making and enable better choices in any situation involves conscious and intentional decision design.

Transcending the familiar concepts of nudges and defaults, The Elements of Choice offers a comprehensive, systematic guide to creating effective choice architectures, the environments in which we make decisions. The designers of decisions need to consider all the elements involved in presenting a choice: how many options to offer, how to present those options, how to account for our natural cognitive shortcuts, and much more. These levers are unappreciated, yet they impact our reasoning every day.

This book doesn’t simply analyse the mental fallacies that trip us up. It goes further to show us what good decision-making looks like – that it can be both moral and effective.

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