It has been argued by Thaler and Sunstein that in a number of situations, a planner has to be making choices that will impact the behaviour of other individuals (Thaler and Sunstein 2008). For having a better understanding and clear rationality, the theory of libertarian paternalism has been expounded by Thaler and Sunstein.
It is a belief that it can be considered as being legitimate for government authorities to be designing contexts and environments that has been termed as the choice architecture. In accordance with this particular term, people are known to be making decisions for ensuring simplification for them in maximizing their well-being (Weber 2012). The counterbalancing of this can be done by an example that individuals should finally be free for making their own decision with respect to choice architecture.
The implication of this theory has been that this choice architecture must be considered as being unobtrusive in nature and not for entailing compulsion. As a matter of fact, the nudge theory contributes in entailing any aspect related to the choice architect that brings alteration in the behaviour of people in a predictable manner, without the options being forbidden or significantly initiating change in the incentives of economy (Weber 2012). Choice architect is simply the terminology used by Thaler and Sunstein for a body or someone leading or managing the ways to apply the theory of Nudge (Thaler and Sunstein2008). However, in a more generalized context, choice architecture is a term used for describing a number of different ways in which presentation of choices can be done in front of the customer. This presentation has a significant impact on the decision making process of customer.
Hence, it can be stated that the notion of choice architecture has a significant impact on reduction of choices and defaults, while attributes and options being partitioned, avoiding the overload of attribute and translation of attributes (Thaler and Sunstein2008).