Samenvatting

Policy is often based on the assumption that people are rational decision makers. Rational decision makers search all relevant information before they make a decision. They list the pros and cons of relevant options and make a well thought choice that best fits their fixed preferences. However, research from amongst others psychology and behavioral economics shows that people decide differently and that they are irrational, emotional decision makers instead. Policy therefore fits people’s decision making strategies worse than expected. It is important for policy makers to gain insight into situational influences on decisions and the influence of the so-called choice architecture on decisions. In this article we discuss research that tested when policy was more efficient, based on behavioral insights and the view of man as an irrational, emotional being.