Nudging: A Very Short Guide


This brief essay offers a general introduction to the idea of nudging, along with a list of 10 of the most important “nudges.” It also provides a short discussion of the question whether to create some kind of separate “behavioral insights unit,” capable of conducting its own research, or instead to rely on existing institutions.

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Special thanks to Lucia Reisch, Maya Shankar, and Richard Thaler for valuable comments and suggestions, and to Thaler for many years of collaboration on these questions; none of them should be held responsible for any errors or infelicities here.

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Correspondence to Cass R. Sunstein.

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Sunstein, C.R. Nudging: A Very Short Guide. J Consum Policy 37, 583–588 (2014).

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  • Nudging
  • Behavioural Insights Team
  • Choice