# Nudge Theory Created: 2022_02_27 22:18 Tags: [[Psychology]] [[Politics]] [[Neurology]] [[Model]] A nudge, according to Thaler and Sunstein is any form of choice architecture that alters people's behaviour in a predictable way without restricting options or significantly changing their economic incentives. To count as a mere nudge, the intervention must require minimal intervention and must be cheap. **Nudge theory** is a behavioral economics concept that suggests that *small, subtle changes in the environment can encourage people to make better decisions*. The following are the key points of the theory: 1. Nudge theory is based on the idea that *people are not always rational decision-makers and can be influenced by various biases and heuristics*. 2. Nudges are interventions that are designed to *influence behavior in a positive way without limiting freedom of choice*. 3. Nudges can take many forms, such as changing the default option, providing feedback, or simplifying the decision-making process. 4. Nudges work by making certain behaviors more salient, attractive, or easy to do, and by *reducing the barriers or costs associated with those behaviors*. 5. Nudges can be used to promote a wide range of desirable behaviors, such as saving money, eating healthy, and conserving energy. 6. The effectiveness of nudges depends on the context and the specific behavior being targeted, and it is important to test and *evaluate nudges to ensure they are effective and ethical*. 7. Nudge theory has been used by governments, organizations, and businesses around the world to promote positive behaviors and improve outcomes. ## References - https://en.wikipedia.org/wiki/Nudge_theory - [[Nudge - Richard H. Thaler and Cass R. Sunstein]] - *reducing the barriers or costs associated with those behaviors* - [[B.J. Fogg Behavior Model]] - [[Hook Model]] - *people are not always rational decision-makers and can be influenced by various biases and heuristics* - [[zettels/Thinking, Fast and Slow - Daniel Kahneman]]