The right way for the consumer: what you need to know about the architecture of choice

    The main feature of the modern world is its capitalisticity. The absolute majority of life situations is based on a basic economic principle: making a profit. Therefore, being in such environment, people are most interested in understanding the basics of human choice.

    Due to the relevance of this topic, in 2017, American scientist Richard Thaler was awarded the Nobel Laureate in Economics. The scientist made a research on the topic: human choice, which led to the creation of the so-called "push theory".

    In this intellectual invention, a union of two sciences was created: economics and psychology, thanks to which interest in the question of manipulation of the human method grew at times. Now we can see the scientific vision of the following relationship: how a person's psychological choice affects the economic state as a whole. Now, research materials that can be used in all areas of activity, from marketing to politics.

    The goal of Thaler was not to create an innovation in the sphere of consumer motives. The scientist wanted to develop this topic, and begun to apply this knowledge in the right direction, which will benefit not only on a commercial scale, but also in a more global - social significance.

    The essence of the theory is that the human choice is very irrational. Rather, the practice of research is aimed at this type of choice, which in itself  has two types: rational and irrational. The first option tells about a well-thought-out, logical election. The second speaks of another type of choice, or rather even of his absence. So, when it occurs automatically, without any deeper by consumers in the motives of their own actions.

    In British politics, Thaler's work was in great demand, and as a result, a special unit was created that dealt with the question of population selection architecture. The direction of the institution, in its majority, was social. For example: thanks to theory, developed the most right and correct letters for citizens about the necessity to pay taxes. Using the basic principles of work, namely: softness, absence of prohibitions and coercion, - the state received more than 90 million pounds sterling in its treasury.

    Developments were also aimed at solving other problems of citizens: the fight with propaganda of unhealthy food and habits, the correctness in creating retirement savings, and much more. After all, as mentioned above, the aim of the study was to learn how to correctly approach the question of using such a "voluntary manipulation". As the situation in the country is really need some changes, for example: 50% of the budget from the health budget was used to combat the consequences of an incorrect lifestyle, and only 5% - to inform that such behavior is fraught.

    Today, Taler's achievements are in active development, both: by his associates and opponents of such views. In turn, this creates a good basis for improving its approach to the interests of the consumer and directly influencing his wishes.


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