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Nudge theory describes how small, structured changes in choice architecture can influence behaviour without forbidding options or fundamentally altering economic incentives. It is applied in policy, health care and product design to encourage better decisions via defaults, feedback and environmental cues. It highlights predictable cognitive biases.
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Nudge theory describes small changes to a choice environment that predictably influence behaviour without banning options or materially changing their economic incentives.
Richard Thaler and Cass Sunstein popularised the term in 2008 from behavioural economics and decision research. It starts from the observation that limited attention, habits, and heuristics systematically shape choices.
Choice architecture is like wayfinding: order, defaults, visibility, and feedback make some paths easier. Check transparency, freedom of choice, and possible side effects.
It shapes the context in which people notice and select options.
A preselected option applies when someone makes no change.
Behaviour is supported while alternatives remain available.
Nudges can make health, safety, or public services easier to navigate. Legitimacy depends on purpose, transparency, evidence, fairness, and an easy way to choose otherwise.
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