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Choice Architecture: The Case of the Almonds.

March 9, 2014

Cass Sunstein and Richard Thaler wrote Nudge in 2008. Kahneman quoted from Nudge and from his own book, Thinking Fast and Slow and won the Nobel price in Economics in 2002.  The Book landed Kahneman as a research associate with Sunstein and Thaler for life.  Thaler landed a job as the head of a “Nudge Unit” in PM Davis Cameron’s UK office. Sunstein was appointed by Obama as the head of the Office of Information and Regulatory Affairs in the White House.  Five years later these geniuses all went back to Academia after the economies of England and the US beat the 2008  recession and became the most productive in the world.

The case of the almonds is personal. I didn’t arrange a choice architecture in my office on purpose. I just left a handful of almonds on my desk and by the end of the day they were gone. Neither me nor the other people who spend time in my office are particularly kin on nibbling on Almonds but since the nuts were gone by the evening three days in a row and we started feeling less hungry for “junk” and more energized I checked  the nutritional value of Almonds on Google and lo and behold these nuts are the most beneficial nuts for your body in the world. They even lower cholesterol. It’s been a month since I created inadvertently this  Choice Architecture scenario. I am becoming “nuts” about these healthy nuts!

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