Rational brain · Framing & Choice Architecture
Choice Isolation Framing
Presenting decisions one at a time so their combined cost never appears; each add-on, each upgrade, each 'small' commitment is evaluated alone.
An everyday example
Extras added across five checkout screens, none over $5, totalling a third of the price.
What it can cost you
Approving a total you would have rejected if you had seen it whole.
Warning signs
- Each one was small.
- I have not seen the total.
One thing to do
Aggregate before approving: total every small decision in a sequence and evaluate the sum.
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