One of the most fascinating findings of behavioral economics and decision-making research is that we as consumers don’t really know our preferences all that well – or at least, not as well as we think we do.
Too many choices can make a decision difficult, especially when it’s hard to compare all of the options. Layer in our predictable human biases (for example, our strong tendency to stay with the status quo, or our equally strong aversion to a potential loss) and our inability to accurately assess our risks, and it turns out that we’re not very good at making complex decisions, even when we can keep our emotions from interfering with our decision making.
ConnectedHealth uses findings like these to structure the way we guide consumers in making their benefits selection. By incorporating key lessons from the science of decision making, we help consumers avoid common pitfalls … ultimately helping them make better decisions.
Find out more about our research on consumer decision making and how choosing benefits is different from choosing shoes.
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