Department of Marketing


Nudge or Nudging refers to any aspect of the decision environment, also called choice architecture, "that alters people's behaviour in a predictable way without forbidding any options or significantly changing their economic incentives" (Thaler and Sunstein, 2008, p. 8).

Typical nudging tools are:

  • simplification and framing of information
  • changes to the physical environment
  • changes of the default policy
  • use of social norms