The Dramatic Effect of a Firm Nudge. Cass Sunstein, August 12, 2008, Opinion. "In the past three decades, psychologists and behavioural economists have learnt that people’s choices can be dramatically affected by subtle features of social situations. For example, inertia turns out to be a powerful force. If people’s magazine subscriptions are automatically renewed, they renew a lot more than if they have to send in a renewal form. Moreover, people are influenced by how problems are framed. If told that salami is '90 per cent fat-free' they are far more likely to buy salami than if they are told it is..." (May require user account or purchase) Link