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Choice architecture refers to the design of which choices are made available or not to people in a given context, and how these different choices are presented to them. In any context, there is always a choice architecture affecting decision making, whether deliberately designed or not. For example people's purchasing decisions in a shop are dictated by the products available to buy in a grocery shop, their price, their presentation and visibility, the extent to which they are advertised and promoted and so forth: these collectively constitute the choice architecture.