The Psychology of
Choice
What happens in our brain when we make a decision?
Theory
You Make Decisions by Simulating the Outcome and Process
You imagine the outcome of a decision (benefits). Then you imagine the steps to implement (costs). Then you gauge which feeling is stronger.
Every Behavior Needs Balance
Do something bad? You feel obligated do something good. Do something good? You feel entitled to do something bad.
We make decisions through relative comparisons
People evaluate options by comparing them to each other.
Decision Simulation
Gamify a Choice Task
Bar patrons gave more tips if they could “vote” with their money.
Activate a Which-to-Choose Mindset
A single choice primes people to make more choices.
Prime the Choice Through Visual Design
Graphic design can influence behavior through semantic priming.
Decision Scale
Reduce the Guilt of Emotional Choices
Customers want to indulge, but they feel guilty. They need to justify this indulgence.
Offer Charity Incentives for Emotional Products
Donations reduce the guilt from consuming.
Extract Effort Before Emotional Choices
Feelings of work can help justify emotional purchases.
Add More Attributes to Product Descriptions
More attributes help justify the purchase.
Use Assertive Language for Emotional Products
Customers need this language to justify the indulgence.
Isolate Emotional Products
People feel guilty choosing emotional products when rational products are nearby.
Relative Comparisons
Show a Full Assortment of Options
If you show items one at a time, shoppers will wait for a better option.
Raise Undesirable Attributes Above Zero
Raising a negative attribute slightly above zero provides a comparison point that makes it seem even smaller.
Divide Important Attributes Into More Items
You pull or push equal amounts from discrete categories.
Add Sensory Cues to Capture Attention
People are more likely to choose an option if they look at it longer.
Place Your Target Option in the Center
Customers are more likely to choose an option from the center.
Place Your Target Option First or Last
Place your option in the center when customers view all options. Place your item first or last when customers view options individually.
Align Features With Competitors
Customers will choose your brand if they believe that your product is similar (yet superior) to competing brands.