The Elements of Choice

Why the Way We Decide Matters

By: Eric J. Johnson

Narrated by: Fred Sanders

A leader in decision-making research reveals how choices are designed—and why it’s so important to understand their inner workings

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. How do we overcome the common faults in our decision-making and enable better choices in any situation? The answer lies in more conscious and intentional decision design.

Going well beyond 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 and we’re often unaware of just how much they influence our reasoning every day.

Eric J. Johnson is the lead researcher behind some of the most well-known and cited research on decision-making. He draws on his original studies and extensive work in business and public policy and synthesizes the latest research in the field to reveal how the structure of choices affects outcomes.

We are all choice architects, for ourselves and for others. Whether you’re helping students choose the right school, helping patients pick the best health insurance plan, or deciding how to invest for your own retirement, this book provides the tools you need to guide anyone to the decision that’s right for them.

LISTENING TO THIS IS A GOOD CHOICE

Important and well presented information that can help anybody to make informed decisions in a wide range of life situations from large to small

Learn what influences your choices

I'd never heard of the term choice architecture, but now I realize its importance. It is fascinating to see how we are influenced, without realizing it, by the many ways choices can be presented. The narrator has excellent diction but his style is a bit dull.

Designing Choices

This insightful book explores the psychology of choice and how the structure of information impacts memory and decision-making. A standout lesson is that in written text, short pieces are best remembered for their beginnings, while longer ones shift focus to the end. The most interesting takeaway was learning that oral speech is remembered for its ending, not its start—an idea I hadn’t considered much before. Filled with practical tips, this book is a valuable read for anyone looking to craft more effective messages and design better choices.

It helped me be more benevolent…

I have a better understanding of how to present options to my clients to help them make choices that help them achieve their goals.

Outstanding introduction to Choice Architecture

A book worthy of both self study and group discussion. I found the content applicable to every level of challenge our society faces today and enjoyable to listen to (easy to follow).

A call-to-action for citizens seeking to build community, change the status quo and root out dysfunctional policies that carry extraordinary costs and burdens on governance.