Nudge (book)

The term Nudge (English for nudge or push ) was obtained from the U.S. professors Richard Thaler (economist ) and Cass Sunstein ( legal scholars ) in their 2008 book " Nudge. Improving Decisions About Health, Wealth, and Happiness " was coined ( German title " Nudge: How to abut wise decisions " ) in which they are arguing for libertarian paternalism.

General

A nudge is Thaler and Sunstein for the opposite of a prohibition or a command and has just about the power to actually influence the behavior of people. The two authors give approximately the following examples of a Nudge:

• If urinals in an image of a fly attached, lands 80% less urine on the floor, the men aim at the fly.
• Is increased at a cafeteria buffet fruit presented in easy reach, donuts and pastries, however, further away, the staff engage more frequently to the fruit. A mirror behind the buffet, they can resort to fruit instead of donuts, as an experiment of the U.S. channel ABC shows.

Introduced in the field of behavioral economics by Thaler and Sunstein Nudge term is also used in other areas, such as in marketing communications.