Nudging for good

TEN years ago, Richard Thaler and Cass Sunstein’s book Nudge introduced the powerful concept of choice architecture: the idea that subtle tweaks to choice environments can significantly impact our decisions. By designing choice environments in ways that work in harmony with human psychology, we can prompt better decisions—decisions that individuals would make if they had unbounded cognitive abilities and no self-control problems. Behavioral science, or “nudge thinking,” is the use of choice architecture and other techniques to try to influence the choices people make. ….[READ]