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Nudge Theory

What is Nudge Theory?

Nudge theory, also known as behavioral economics, is a concept in psychology and economics that aims to influence people's behavior and decision-making through subtle, positive reinforcement and indirect suggestion rather than direct instruction or coercion.

The theory suggests that small nudges, such as changing the way options are presented or framing the message differently, can have a significant impact on the choices people make. Nudges can be used to promote desired outcomes such as healthier behaviors, environmental conservation, and financial responsibility.

The concept of nudge theory was popularized by economists Richard Thaler and Cass Sunstein in their book "Nudge: Improving Decisions About Health, Wealth, and Happiness." The book argues that by understanding how people make decisions and designing choice architectures that align with their cognitive biases and heuristics, we can encourage them to make better choices without restricting their freedom of choice.

Nudge theory has been widely applied in various domains, including public policy, marketing, healthcare, and education, to encourage positive behaviors and achieve societal goals.



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