Google's Head of Behavioral Science on Why We Do What We Do? | Maya Shankar, PhD

When people consciously choose something they tend to like it more, says head of Google's behavioral science, Maya Shankar. This phenomenon, known as the IKEA effect, applies to end of life healthcare experiences. When physicians give patients options, provide them with choices, and allow them to ask questions, they empower the patient to co-create a better end of life experience.

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