Nudging people to the desired choices

  • The Obama thinktank -a book called "Nudge" defiing his policy of gently nudging people to the desired choices

    • people are busy, their lives are increasingly complicated and they have neither time nor inclination nor, often, the ability to think through even all important choices, from health care plans to retirement options. Therefore the framing of choices matters, particularly using the enormous power of the default option—the option that goes into effect if the chooser chooses not to make a choice.
    • the power of inertia in human behavior, and the tendency of individuals to emulate others’ behavior, that there can be huge social consequences from the clever framing of the choices
    • By a "nudge" Thaler and Sunstein mean a policy intervention into choice architecture that is easy and inexpensive to avoid and that alters people’s behavior in a predictable way without forbidding any options or significantly changing an individual’s economic incentives. "Putting the fruit at eye level counts as a nudge. Banning junk food does not."

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