What is nudge theory according to Richard Thaler?
Nudge theory, which I co-developed with Cass Sunstein, is about designing choice architectures that subtly steer people towards better decisions without restricting their freedom of choice. Think of it as making the desired option the easiest or most appealing. We use principles like default settings, framing, and social norms to help individuals make better choices regarding health, wealth, and happiness, without coercion.
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