Clear Choice
ABOUT ME

Hello. My name is Jayden Huh, and I am a rising senior at Choate Rosemary Hall. I was born in Los Angeles and have lived in Seoul, South Korea my whole life. I founded
overall propose consumer protection from fraudulent stuff mainly greenwashing. kinda tied into behavioural economics as companies target vulnerable consumers who fall for the fallacies established under behavioural economic theories. So I wanted to make people aware of such traps that people are falling for. The biggest example for this is advertisements where they say something is free but makes you register for monthly subscriptions when you press a button. I am passionate about economic because I believe it is a crucial, center piece of the world; it is the biggest sector that combines numbers, psychology, and assumptions.

Clear Choice explores how digital markets influence what we often perceive as independent consumer decisions. Focusing on FOMO, dark patterns, greenwashing, and misleading “free” offers, the project combines behavioral economics, educational animation, an AI-powered fake advertisement detector and a consumer-awareness chatbot. Its goal is to make invisible forms of persuasion visible, and helping consumers make choices that are more informed, intentional, and truly their own.