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Nudge economist gets Nobel recognition

Nudge theory (or nudge) is a concept in behavioural science, political theory and economics which proposes positive reinforcement and indirect suggestions to try to achieve non-forced compliance to influence the motives, incentives and decision making of groups and individuals. It doesn’t sound that exciting but when it was recognised by David Cameron’s new government and a whole ‘Nudge Unit’ was set up then people started to take it seriously.

Prof Thaler, of Chicago Booth business school, co-wrote the global best seller Nudge, which looked at how people make bad or irrational choices. This important work has led to him winning this year’s Nobel Prize for Economics.

Nudge theory influences a lot of what iPIP does. We see the gathering insights on behaviour as essential step before carrying out new or different interventions to encourage change in behaviour.

Read more on the general principles of nudge theory and some of the limitations here

Read more about what we do here


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