The concept of nudging has changed the way human decision making is perceived. Defined as “… any aspect of the choice architecture that alters people’s behaviour in a predictable way without forbidding any options or significantly changing their economic incentives”, nudging is a measure of behavioural economics, intending to rationalise human decision making. As one of the founding fathers of nudging, Richard H. Thaler supplements the research on behavioural causes for irrational decision making done by Tversky/Kahneman (1974).
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