The Elements of Choice, a feature interview with Columbia Business School professor and author Eric J. Johnson

The way we decide matters. So says Eric Johnson, director of the Centre for Decision Sciences at Columbia Business School and author of the new book “The Elements of Choice” In a great conversation we delve into the architecture of choice - according to Eric, every time we make a choice, our minds go through an elaborate process most of us never notice. We talk about how all of this applies to our lives, and our lives as retailers, in this exclusive interview.