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The field of choice architecture, nudging, and behavioral change is of interest to many people working in a variety of fields; economists, marketeers, psychologists, social scientists, policy makers etc. Often the idea of the rational human being is challenged and the field is therefore both subject to ongoing debate and infusion of new, innovative ideas. We as the Choice Architects find it important to get the most recent updates, learn, incorporate lessons learned into our work and contribute our own ideas. Learn more about our sources of inspiration we use as the Choice Architects and get to know some of the leading experts in the field of behavioral change and design.


“A ‘nudge’ is presented as any de facto influence on choice that is ‘easy and cheap to avoid”. In 2008 Richard H. Thaler (Professor of Behavioral Science and Economics at the University of Chicago) and Cass R. Sunstein (Professor of Law at Harvard Law School) wrote the book “Nudge: Improving Decisions about Health, Wealth, and Happiness” which gave anyone with a desire to be a change-maker, food for thought. More about ‘nudging’ in 3 minutes by Professor Thaler himself:

Behavior Change

Dan Ariely is Professor of Behavior Economics and Psychology at the Duke University, as well as author of the book Predictably Irrational: The Hidden Forces That Shape Our Decisions. Check out his insightful, entertaining talk on the predictability of our irrational behavior.

Behavior Design

If you’re talking about behavior design you’re destined to hear the name of B.J. Fogg being mentioned. Being the Director at the Persuasive Tech Lab at Stanford University and active in the behavior-changing field for over 15 years, he’s truly an expert in the field. Check out BJ Fogg’s Ted-talk here:

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