Abstract
Women's decisions about contraception are some of the most impactful choices in their lives. Behavioral science insights into decision making are often surprising. Decision conflict, the paradox of choice and the diffusion of innovation can all influence if and how a woman decides upon a contraceptive method. Counseling techniques can be adjusted to help avoid, identify and mitigate factors that keep women away from decisions that best meet their needs. Shared decision making, as a component of patient-centered care, has women and providers working collaboratively to identify a plan of care. While shared decision making can benefit the process, it can also provide challenges.
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