The research, plainly
Thaler and Sunstein's choice-architecture work generalized a stubborn finding: the pre-set option — the default route, the standard order, the path of least resistance — captures most people, because deviating requires energy and attention most won't spend.
The receipt: Thaler & Sunstein, 2008
What it means for events
Your floor plan is a choice architecture. The route from entrance to session passes wherever you put it — so put it through the moment that matters. If the demo, the wall, or the meeting lounge is off the default path, it effectively doesn't exist.
Where to run it
Floor plan
Route arrivals through the experience you'd otherwise beg them to visit. The hallway is the highest-traffic venue you own.
Agenda defaults
The pre-built recommended track is the track. Empty personalization produces empty rooms.
F&B placement
Coffee is a magnet — position it so the line forms inside the conversation you want happening.
Seen in the wild
Related concepts
Now use it
Score your own event against principles like this one — or make the whole vocabulary official.
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