In Book Bites I share my top three takeaways from a book I've recently read. 

This time it's "Elements of Choice: Why the Way we Decide Matters" by the godfather of choice research, Eric J Johnson.

I consider this the bible of choice research, and worth a read if you want to get into the detail of decision architecture. 

You can find the Book Bites series on YouTube here.

What's one of the biggest findings from behavioural science that people resist?

That terrifies them the most?

Sequencing prices from high to low.

It's much more common to see menus and websites listing goods from low to high.

Well, that's a problem because you're wasting every sale.

Researchers Suk, Lee and Lichtenstein, for example, found way back in 2011 that listing the most expensive beer first increased the average paid by 4% compared to listing in descending order.

So I know it might...