contact us

Use the form on the right to contact us.

You can edit the text in this area, and change where the contact form on the right submits to, by entering edit mode using the modes on the bottom right.

           

123 Street Avenue, City Town, 99999

(123) 555-6789

email@address.com

 

You can set your address, phone number, email and site description in the settings tab.
Link to read me page with more information.

Blog

Tessa's Take: Using Choice Architecture: A Big Business Advantage for You?

Tessa Stuart

Homer

Like all of us, Homer is a 'cognitive miser'. We don't like thinking - deliberative thinking is hard and difficult.  

Humans make less than perfectly thought out decisions all the time, intuitively, emotionally, effortlessly and quickly. We're good at it - it's why we have survived.

If you give people a choice of three things on a menu, they will choose in the middle. Online clothing retailers exploit this brilliantly.

If someone is buying a new TV, the cost of spending time researching all the possibilities and acquiring all the information on a perfect TV is emotionally high. So they will 'anchor' their choices on their existing TV,"I need a bigger one."

Humans don't make decisions in space.  It is a common human tendency to rely too heavily on one trait or  on one piece of information when making decisions. So, if people are looking at a new product on a shelf, they will compare it, 'anchor' it, with something roughly equivalent that they are familiar with.

Don't give customers a lot to think about - help them choose on intuition.