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Nudge Theory: Designing Choices for Better Outcomes
Small design changes, big behavioral shifts
Could placing a sticker of a fly in a urinal reduce spillage by 80%? Nudge theory says yes.
Start here: make a prediction before reading
Richard Thaler and Cass Sunstein introduced nudge theory in their 2008 book, arguing that small changes in how choices are presented can dramatically alter decisions.
Unlike mandates or bans, nudges preserve freedom of choice while steering people toward better outcomes through choice architecture.
Nudge theory shapes policies in health, retirement savings, and energy use worldwide — understanding it helps you recognize when your choices are being guided.
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Question 1 of 3What is the core principle of nudge theory?