Nudge Theory

Human Decision Making

Nudge Theory (Thaler & Sunstein) suggests that indirect suggestions and positive reinforcement influence behavior more effectively than direct instructions, mandates, or enforcement.

A "nudge" alters the choice architecture — the context in which decisions are made — without restricting options or changing economic incentives.

Classic example: Placing healthy food at eye level in a cafeteria. Nobody's choices are restricted, but behavior shifts naturally.

Quiz

Pass: 3/3 correct

1. Nudge Theory was developed by which researchers?

2. What is the most powerful type of nudge according to Nudge Theory?

3. What philosophical framework underlies Nudge Theory?

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