414. Structuring Complex Choices: The "S" in NUDGES Explained (Refreshed Episode)

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In episode 414 of The Brainy Business podcast, host Melina Palmer delves into the intricacies of structuring complex choices, the "S" in NUDGES. This episode revisits the crucial topic of choice architecture, emphasizing how businesses can simplify decision-making processes for their customers. By understanding and effectively managing complex choices, businesses can significantly enhance customer experience and satisfaction.

This episode is packed with practical tips and examples to help businesses reduce complexity and improve customer decision-making processes. Melina encourages listeners to think creatively about their business challenges and consider how successful companies might approach similar problems.

In this episode:

• Understand the concept of mapping and its importance in choice architecture.
• Learn the five steps to effectively structure complex choices.
• Discover strategies to simplify decision-making for customers.
• Explore examples from leading companies that excel in managing complex choices.
• Gain insights on how to apply these strategies to your own business.

Show Notes:

00:00:00 - Introduction Melina introduces the episode's focus on structuring complex choices as part of the NUDGES series.

00:01:45 - Revisiting Mapping Melina explains the concept of mapping and its relevance to complex choices, using examples like choosing ice cream flavors and medical treatments.

00:05:30 - The Five Steps to Understanding Mapping Melina outlines the five essential steps to understanding and implementing mapping in choice architecture.

00:08:20 - Simplifying Complex Choices Melina discusses the importance of eliminating unnecessary options and provides examples of how businesses can simplify complex choices for customers.

00:15:00 - Examples from Leading Companies Melina explores how companies like Amazon, Google, Expedia, Zillow, Netflix, and others effectively manage complex choices through categorization and filtering.

00:25:00 - Practical Application for Your Business Melina encourages listeners to think creatively about their own business challenges and consider how successful companies might approach similar problems.

00:35:00 - Conclusion, What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

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Check out and get your copies of Melina’s Books.

Get the Books Mentioned on (or related to) this Episode:

• Nudge, by Richard Thaler & Cass Sunstein
• Sludge, by Cass Sunstein
• Elements of Choice, by Eric Johnson
• What Your Customer Wants and Can't Tell You, by Melina Palmer
• The Truth About Pricing, by Melina Palmer

Top Recommended Next Episode: Understanding Mapping (ep 294)

Already Heard That One? Try These:

• NUDGES and Choice Architecture: Introduction (ep 35)
• Defaults: The D in NUDGES (ep 38)
• The Most Important Step In Applying Behavioral Economics: Understanding the Problem (ep 126)
• Eric Johnson Interview (ep 174)
• Cass Sunstein Interview (ep 371)

Other Important Links:

• Brainy Bites - Melina’s LinkedIn Newsletter
• Choice Architecture
• Elimination by Aspects: A Theory of Choice
• The Knotted Wood
• Coca-Cola Freestyle