The Elements of Choice

Pages: 400
Subject: Popular Psychology
Imprint: Oneworld

The Elements of Choice

Why the Way We Decide Matters

Eric J. Johnson

First, this book will change how you see the world.

Then you will change how others see it.
9780861541188 (10 Feb 2022)
RRP £18.99

The Book

How do you get people to donate their organs? What's the trick to reading a wine list? What's the perfect number of potential matches a dating site should offer? 

Choice architects have amazing power, and when you become aware of their influence, you see it everywhere. Knowing about their tools changes you. You realize that when you present choices to other people, you wield influence. Whether you know it or not, you can coerce influence already.

This book doesn't simply analyse the mental fallacies that trip us up. It goes further to show us what good decision-making looks like - that is, both moral and effective.

Additional Information

Subject Popular Psychology
Pages 400
Imprint Oneworld


About the Author

Eric J. Johnson is Norman Eig Professor of Business and director of the Center for Decision Sciences at the Columbia Business School. His academic awards include the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, Fellow of the Association of Consumer Research and an honorary doctorate in behavioural economics from the University of St. Gallen in Switzerland.


‘Eric Johnson is an absolute giant — one of the pioneers of modern behavioural science, with a unmatched combination of theoretical sophistication, a firm moral core, and a keen practical sense. He's a brilliant thinker, a terrific storyteller, and a fun, vivid writer. He's a hero of mine, and I read everything he writes. I am thrilled to think that this book, which promises to be a masterpiece, can reach a broad audience.'

- Cass Sunstein, author of Nudge and Robert Walmsley University Professor, Harvard University