Marketing Unzipped · 2025-05-23 · 16 min
Why do people pay more for the same cup of coffee just because it's served in a nicer cup? Why does a limited time offer suddenly make us want something we didn't even consider yesterday? If you've ever wondered why perfectly designed campaigns flow flat, while quirky, unpolished, those terrible ones, they just go viral, this episode will flip your assumptions completely. In this episode of Marketing Unzipped, we're talking about the psychology of choice! Marketing is built on a strategy called Choice Architecture which is the idea that the way a decision is presented shapes the outcome, even if the options stay exactly the same, you're not changing the product, you're just changing the frame. Imagine that you're at a coffee shop. The menu offers a small coffee for £2, a medium for £3.50, and a large for £3.75. Most people will go straight for the large, not because they need more coffee, but because the price difference nudges them to think it's better value that medium option. It exists to steer the choice only and this kind of behavioural design works because people don't make purely rational decisions. We take shortcuts.
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