What is it about?
Choice architecture refers to influencing behavior through targeted changes in decision contexts. A review of a large and broad sample of empirical choice architecture studies from different fields served to identify choice architecture techniques and develop a current application-oriented taxonomy of choice architecture techniques. This can be useful across disciplines and in practice to identify and develop choice architectures or nudging interventions, and to consciously counteract their effects when necessary. To support accessibility and usability, the framework offers five super-categories, named so that their initials form the memorable acronym "BERRY". The paper concludes by discussing all five BERRY categories of choice architecture techniques for applicability to business relationship contexts. The BERRY framework suggests that choice architecture techniques take advantage of the fact that decision-makers: (B) draw on information ("Broaden the horizon" techniques); (E) compare options by attributes ("Ease comparison of options" techniques); (R) respond to the way options are presented ("Re-present the options" techniques); (R) respond to the nature of the choice set-up ("Rework the choice" techniques); (Y) react to specific internal states they may be in at the moment of choice ("Ynd-up (wind-up) the nudgee" techniques).
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Why is it important?
Research shows that people systematically underestimate the risk of being fooled by nudges: deliberate manipulations of their choice contexts that affect the choices they actually make. That's bad on its face, but it's even worse when we consider the massive, ongoing shift of behavior and decision-making to the digital realm, which makes us more likely to encounter and be influenced by nudges. Research shows that a key requirement for resisting manipulation is knowledge of how it works and familiarity with manipulative techniques. This applies to business relationships and all other areas of society, including shopping, voting, and personal development.
Perspectives
The paper provides the most comprehensive, scientifically based, practical review of behavioral intervention techniques discussed as "choice architecture techniques" or "nudges. Organized into super-categories that form the memorable BERRY acronym, it helps practitioners and researchers (in management/business relations as well as beyond) access the wealth of behavioral intervention techniques, both for designing interventions and for defending against unwanted manipulation.
Robert Münscher
Read the Original
This page is a summary of: Choice architecture techniques: developing a comprehensive taxonomy to test applicability in business relationships, Management Decision, July 2024, Emerald,
DOI: 10.1108/md-06-2023-1091.
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