401K

One of the most popular examples of choice architecture - how our decisions are influenced by the way options are presented - is the 401K enrollment process. (For non-US Neuromarketing readers, most companies have replaced traditional…

Many of the decisions we make are guided by some kind of reward. Do I go through the McDonalds drive-thru window and get a burger and fries that will light my brain up like a Christmas tree, or do I delay eating until my planned meal-time…