Choice Architecture 2.0: How People Interpret and Make Sense of Nudges

A few years before Nudge, two seminal papers were published, each of which provided a powerful illustration of the importance of “choice architecture.” They showed how seemingly small changes in how choices are presented can have large effects on people’s decisions without changing the underlying choice itself. When Eric Johnson and Daniel Goldstein compared consent rates for organ donation in different European countries, they found much higher rates in countries with a presumed consent (opt-out) default policy than in countries with an explicit consent (opt-in) default policy. ….[READ]