The Elements of Choice : Why the Way We Decide Matters

 
　　「本書針對如何建構更佳選擇──無論是為你自己、為他人或這個社會──提供了重要指引。」──《快思慢想》作者、諾貝爾經濟學獎得主丹尼爾．康納曼
 
　　「這部作品，以唯有該領域最頂尖的研究者才能提供的清晰解說和深刻觀點，解釋了人類的選擇過程，任何想要做出更理想選擇的讀者都不該錯過本書。」──《專注力協定》作者尼爾．艾歐
 
　　「你作出的任何選擇──從醫療保健計劃到午餐點什麼三明治──都是由他人設計的。《The Elements of Choice》精彩揭露了那些左右了你的決定、看似細微卻有著巨大影響的操縱因素。」──《心態致勝》作者、史丹佛大學心理學教授卡蘿．杜維克
 
 
　　我們是如何做決定的？原來選項的呈現方式，會大幅影響我們的最終選擇？
我們又可以怎樣引導自己或他人做出更好的決定？
 
　　哥倫比亞商學院教授Eric J. Johnson，是許多決策相關研究背後的領導學者，他運用眾多研究資料，在本書中揭露了選擇的結構，是如何影響了其結果──亦即我們最終的決定。
 
　　和許多著重在討論我們做決定時所犯的錯誤、建議人們怎麼做出更佳選擇的書籍不同，本書更進一步闡述了我們可以如何設計出更好的決策過程，為建構有效的「選擇架構」(choice architecture)，提供了全面的、系統性的指引。
 
　　這部著作，對於商務人士、政策制定者，以及任何肩負協助他人做出決定的人來說，都是不可或缺的作品。我們每一個人都經常需要為自己做決定，或為他人提供選擇方向，無論是協助學生選擇更適合的學校、協助病患挑選理想的健康保險計畫、決定如何制定你自己的退休理財投資規劃，本書都將為你提供所需的工具，讓你指引需要服務的他人或自己，做出最理想的決定。
　　
　　(文/博客來編譯)

　　A guide to the inner workings of how decisions are made—and an essential tool kit for helping others make decisions better

　　Plenty of books dwell on the faults in our decision-making or offer advice on how to make better choices. The Elements of Choice goes one step further and explains how we can design better end-to-end decision-making processes. Going well beyond the familiar concepts of nudges and defaults, Eric J. Johnson offers a comprehensive, systematic guide to creating effective choice architectures, the environments in which decisions are made.

　　Choice architecture is a multifaceted set of tools for anticipating how people make specific decisions. The designers of decisions need to consider all the elements involved in presenting a choice: how many options to offer, how to present them, how to account for our natural cognitive shortcuts, and much more. These levers are unappreciated, and we’re often unaware of just how much they influence our reasoning.

　　Johnson is the lead researcher behind some of the most well-known and cited research on decision-making. He draws on his original studies and meta-analyses of decision-building findings to reveal how the structure of choices affects outcomes.

　　This book is essential for businesspeople, policy makers, and anyone tasked with helping others make decisions. We are all decision designers, for ourselves and for others. Whether you’re helping students choose the right school, helping patients pick the right health insurance plan, or deciding how to invest for your own retirement, Johnson provides the tools you need to guide anyone to the decision that’s right for them.
 
　　Praise for The Elements of Choice:

　　“Indispensable.  This book provides an essential guide to the construction of better choices—for yourself, for other individuals and for society.” —Daniel Kahneman, author of Noise and Thinking, Fast and Slow

　　“Readers will be fascinated by this persuasive exploration.” —Publishers Weekly

　　“Illuminating…A strong argument for more thoughtfully presenting options to yield better choices.” —Kirkus

　　“Eric Johnson is the world’s leading expert on choice architecture. No one is better qualified to map the invisible webs of influence that constrain all we do.” —Philip E. Tetlock, author of Superforecasting: The Art and Science of Prediction

　　“The Elements of Choice is a must-read for anyone interested in the hidden forces that shape our daily decisions. And as one of the foremost scholars of judgment and decision making, Eric Johnson is the perfect person to write this important and engaging book.” —Katy Milkman, author of How to Change

　　“Eric Johnson offers a powerful tool kit for designing better end-to-end decision-making processes. His deep insight and expertise shine through on every page.” —Jonah Berger, author of The Catalyst and Contagious

　　“Eric Johnson distills the modern science of decision-making with incomparable clarity and the most captivating stories. His book is a must read for anyone who wants to know how we can help one another make wiser choices.” —Angela Duckworth, author of Grit

　　“Anyone serious about knowing how best to structure the features of an offered choice or how best to respond to the presence of those features needs to read this book.” —Robert Cialdini, author of Influence and Pre-Suasion"

　　“Every choice you make—from the health plan you select to the sandwich you order for lunch—was designed by someone. The Elements of Choice brilliantly reveals the subtle yet powerful levers that influence your decisions.” —Carol Dweck, author of Mindset

　　“This book explains human decision-making with the rare clarity and insight that only comes from a researcher at the top of their field. An essential read for anyone who wants to make better choices." —Nir Eyal, author of Hooked and Indistractable

　　“I love this book. It shows how you can be influenced, when making decisions, by the way the choices are presented to you. Do you think you made up your own mind about saving, spending or investing? Maybe you were subtly guided toward choices best for the financial institution, not for you. Elements of Choice will open your eyes.” —Jane Bryant Quinn, author of How to Make Your Money Last

　　“The Elements of Choice is a manual for designers, policy-makers, and founders to understand how consumers choose. I hope it'll be used to design smarter apps, menus, and policies that help us all choose better.”  —Jon Stein, founder and chairman of Betterment
 
　　“An engaging and useful guide to the seemingly inconsequential factors that influence our choices. If you want to make better choices, this book is your chance to learn from a master choice architect.” —Barbara Mellers, George I. Heyman University Professor at the University of Pennsylvania