Top of Page

Choice Architecture

September 24, 2009
Posted by Susan Weissman

There’s more and more science helping us know how to impact the choices people make — that’s what “Nudge” is all about. One technique, for example, is “anchoring.” Here’s the concept — if you have to guess how many people live in Milwaukee (you have no idea) and you live in Chicago, a city of 3,000,000 — you know it’s a smaller city, you might guess 1,000,0000. But if you live in Green Bay, Wisconsin, a city of 100,000 you are anchored differently. So you know it’s bigger than Green Bay, and guess 300,000. This is proven time and time again, how people guess or imagine the size of this city has to do with where they are anchored. Check out how we use this technique in a new brand campaign for SSM Health Care – St. Louis.

Fetal TV – SSM Health Care

Heart TV – SSM Health Care

  • Categories
  • Authors