The architecture of choice

‘Choice architects’ claim the Piano stairs (Stockholm) encourage physical activity.

Most government policy has been based on the assumption that people rationally seek to maximise their welfare.  But it is emerging that ‘homo economicus’ is increasingly showing signs of choice stress, due to information overload and general modern-day complexity.  In their quests to identify alternative mechanisms for influence, psychologists and economists have started straying into each other’s fields in their study of individual decision-making in a variety of social and everyday settings.

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