A Brief Introduction to Choice Architecture

Thaler,et al., (2008)1 the pioneer of ‘Choice Architecture” says that decision makers don’t make decisions in vacuum but make them in an environment where many features, noticed and unnoticed, can influence their decisions. The person who creates that environment is, in our terminology, is a choice architect. Choice architects are those people who influence the choices that people, organisation's and various individuals make. What decisions we make depends on how we frame our choices and how the choices are presented to the decision maker. The architecture of choice is present everywhere in our daily lives. The choices we make are becoming more complicated day by day because of the complexities in life are also increasing and becoming more unpredictable. Choice architecture can range from different parts of the society like the farmers, academia, economists, politicians, industrialists including entrepreneurs, Finance Managers, Marketing Managers, Human Resources, entertainers and other influential persons. People who can influence others and the society must be careful as they make choices because they will impact others in the society and that includes the Nation’s future as well.