Choice architecture techniques: developing a comprehensive taxonomy to test applicability in business relationships

Purpose This paper develops an evidence-based conceptual framework for exploring the applicability of choice architecture in business relationships. Design/methodology/approach Empirical studies of choice architecture in various fields are systematically reviewed to identify choice architecture techniques; major resulting categories of techniques are then discussed for applicability to business relationship contexts, and avenues for research are outlined. Findings Managerial decision-making is potentially influenced by changes to choice contexts that (1 provide additional information from outside the choice context, (2) facilitate a particular way of comparing options, (3) present options in new ways, (4) rework the choice set, e.g. by adding options and (5) create internal states that push toward a target choice. Originality/value The paper introduces the concept of choice architecture to business relationships. It develops a taxonomy of choice architecture techniques to guide the exploration of choice architecture effects in business relationships.