# Choice Architecture

## Theory

Use this as an applied decision model, not as proof that a particular default or interface change will work in every market.

## Use when

- Defaults, order, salience, comparison structure, or friction materially shape the decision environment.

## Mechanism

People make decisions inside a designed context; changing that context can alter behavior while preserving meaningful choice.

## Applied marketing use

Audit plan selection, forms, checkout, onboarding, pricing presentation, and comparison flows for default, salience, sequence, and friction effects.

## Failure modes

- Dark patterns, hidden costs, or defaults that work against informed customer choice.

## Counterweights

- `ethical-influence`
- `fogg-behavior-model`

## Sources

- `source:thaler-sunstein-nudge`