World Bank, UN, and the European Commission). Several nudge units exist around the world at the national level (UK, Germany, Japan, and others) as well as at the international level (e.g. It has influenced British and American politicians. The nudge concept was popularized in the 2008 book Nudge: Improving Decisions About Health, Wealth, and Happiness, by behavioral economist Richard Thaler and legal scholar Cass Sunstein, two American scholars at the University of Chicago. Nudging contrasts with other ways to achieve compliance, such as education, legislation or enforcement. Nudge theory is a concept in behavioral economics, decision making, behavioral policy, social psychology, consumer behavior, and related behavioral sciences that proposes adaptive designs of the decision environment ( choice architecture) as ways to influence the behavior and decision-making of groups or individuals.
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