Choice Architecture: How to make people choose what you want them to choose using behavioral economics

Why you always end up buying more items than you planned when you go for shopping? Why you choose a particular brand/shop when you shop online? It seems like you are making the decision based on your own reasoning: you search for the item, you look at the price, you ‘decided’ to buy it (or not buy it). Nobody force you to do it, but actually somebody affects you to do it. Huh?

Human, maybe

Choice architecture, an idea from behavioral economics. is the presentation of the available choices. People like choices, because we like to have the feeling of freedom to choose. But we human are also extremely lazy: we are lazy to choose when there are a lot of choices. This is called choice overload. We have too much choices that we are lazy to choose. With this, we can design the presentation of choices to other people in a way that people are more easily to choose what we want them to choose:

First example:

When searching something online, we always click on the top few results, and most people never go to the 2nd page of the search results.

Choices: thousands or millions of search results are given. We got the freedom to choose which results to look at