{"id":50901,"date":"2021-10-14T16:57:00","date_gmt":"2021-10-14T20:57:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=50901"},"modified":"2021-10-17T17:50:35","modified_gmt":"2021-10-17T21:50:35","slug":"influence-decisions","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/influence-decisions\/","title":{"rendered":"Nudge: How Choice Designers Influence Decisions"},"content":{"rendered":"\n<p>What are choice designers in the book <em>Nudge? <\/em>What steps do choice designers such as parents often take to influence their children to <a href=\"https:\/\/www.shortform.com\/blog\/make-better-decisions\/\">make better decisions<\/a>? <\/p>\n\n\n\n<p>In the book <em>Nudge, <\/em>the authors present six techniques that can be used to influence the decisions of others. The authors present these methods in hopes that the choice designers will lead the choosers to a more positive decision, but many marketing companies use them to manipulate customers.<\/p>\n\n\n\n<p>Continue reading to learn how decisions can be influenced.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Designing Choices<\/strong> to Influence Your Decisions<\/h2>\n\n\n\n<p>According to Thaler and Sunstein in their book <em>Nudge<\/em>, the most effective way for choice designers to influence decisions of choosers is through the educated and purposeful design of choices. <strong>They outline six techniques\u2014anticipating error, offering defaults, emphasizing outcomes, drawing maps, narrowing the field, and offering incentives<\/strong>\u2014that can be applied to some of the most difficult and momentous choices people face to help them make better choices.<\/p>\n\n\n\n<p>(Shortform note: In fact, all<em> <\/em>nudges are essentially a form of anticipating error: They respond to\u2014and attempt to disrupt\u2014particular habits in <a href=\"https:\/\/www.shortform.com\/blog\/methods-of-decision-making-crucial-conversations\/\">decision-making<\/a> that lead us astray. The six techniques are tools to help manage that instinctive error.)<\/p>\n\n\n\n<p>Parents use these six techniques intuitively. (Parents, whether they realize it or not, are seasoned choice designers.) How do parents nudge their children toward more <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-healthy-food-choices\/\">healthy food choices<\/a>, for example?<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>They might <em>anticipate error<\/em>\u2014that is, their child raiding the cookie jar when the parents aren\u2019t looking\u2014and choose to hide the treats (or not keep them in the house at all).<\/li><li>They might institute a healthy <em>default<\/em>\u2014for example, the child is always allowed fruit for dessert\u2014which could mitigate requests for less healthy options.<\/li><li>They might <em>emphasize the outcome<\/em> of the child\u2019s choices. For example, if a child isn\u2019t eating her vegetables, a parent might warn her that she won\u2019t grow up to be \u201cbig and strong\u201d like her favorite athlete.<\/li><li>If a child is having trouble connecting healthy choices to clear benefits, parents might <em>draw them a map<\/em> that outlines how their healthy choices will lead to better outcomes. (For example, \u201cWhen you eat vegetables, your muscles absorb valuable nutrients that help them grow, making you better able to run faster and jump higher.\u201d)<\/li><li>When there are many choices available, parents will <em>narrow the field<\/em> to nudge their child toward the healthier choices. (For example, at a restaurant, a parent might allow their child to order pancakes <em>or <\/em>dessert but not both.)<\/li><li>They\u2019ll offer <em>incentives <\/em>to encourage healthier eating. (For example, a child might earn extra TV time for each piece of fruit he or she eats.)&nbsp;<\/li><\/ol>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Choice Design and Paternalism<\/strong><br><br>The use of parenting as an analog for Thaler and Sunstein\u2019s choice designer points to the fundamental question the authors are at pains to address: <strong>How is choice design different from straight-up paternalism?<\/strong> Isn\u2019t designing a choice system\u2014say, a company retirement plan\u2014to affect certain outcomes just like a parent mandating certain choices for his child?<br><br>There are two key aspects of choice design that <strong>undermine its paternalism<\/strong>:<br><br><strong><em>First, (some kind of) choice design is inevitable<\/em>.<\/strong> Picture any choice you\u2019ve had to make, from the most commonplace (choosing which brand of AA batteries to buy) to the most consequential (deciding whether to undergo a particular kind of medical treatment). Each of these choices comes with a particular choice structure, whether purposefully designed or not: A store clerk just happens to put the Energizer batteries at eye level, or your doctor presents the therapeutic options in terms of their success rates rather than failure rates. Because of our innate <a href=\"https:\/\/www.shortform.com\/blog\/cognitive-heuristics\/\">cognitive biases<\/a> and tendencies, <strong>these choice structures influence the choices we make<\/strong>. For example, if a doctor tells you that a procedure has a 90% success rate, you\u2019ll probably opt for that procedure. If he tells you that 10 out of 100 people who get the procedure have debilitating side effects, you might think twice about the procedure even though the risk is exactly the same.&nbsp;<br><br>Thaler and Sunstein argue that because some kind of choice design is unavoidable, it\u2019s not invasive or an overreach to <em>think<\/em> about how certain choices are presented and to <em>change<\/em> that presentation<strong> <\/strong>to encourage good choices.&nbsp;<br><br><strong><em>Second, choice design never constrains choice<\/em>. <\/strong>Traditional paternalism constrains choice by top-down, command-and-control means. (Two classic examples of paternalism are so-called \u201csin\u201d taxes, which make unhealthy products like soda and tobacco products prohibitively expensive, and outright bans.) Choice design, however, doesn\u2019t limit a person\u2019s choices; <strong>it just <em>orders <\/em>or <em>organizes <\/em>those choices <\/strong>to urge the chooser toward the best choice.<br><br>For example, say a pharmacy decides to remove any candy products from its register areas\u2014to discourage unhealthy eating habits\u2014but continues to carry those products in its aisles. The pharmacy hasn\u2019t limited its customers\u2019 choice\u2014customers can still purchase candy there\u2014<strong>but it <em>has <\/em>changed the choice structure to promote a certain outcome<\/strong>.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>What are choice designers in the book Nudge? What steps do choice designers such as parents often take to influence their children to make better decisions? In the book Nudge, the authors present six techniques that can be used to influence the decisions of others. The authors present these methods in hopes that the choice designers will lead the choosers to a more positive decision, but many marketing companies use them to manipulate customers. Continue reading to learn how decisions can be influenced.<\/p>\n","protected":false},"author":8,"featured_media":51226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,9,24],"tags":[132],"class_list":["post-50901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-psychology","category-society","tag-nudge","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nudge: How Choice Designers Influence Decisions - Shortform Books<\/title>\n<meta name=\"description\" content=\"In the book Nudge, the authors discuss six methods that choice designers could use to influence decisions. Learn about each one here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/influence-decisions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nudge: How Choice Designers Influence Decisions\" \/>\n<meta property=\"og:description\" content=\"In the book Nudge, the authors discuss six methods that choice designers could use to influence decisions. 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