It is not always easy to make what is seen to be the right choice – choosing an apple over a bar of chocolate, or paying money into a savings account rather than buying a new pair of shoes – but there might be a solution, and it may only take a nudge. Popularised in a recent book by Richard Thaler and Cass Sunstein, a nudge forms part of their central thesis on “choice architecture” – how outcomes might be influenced – or nudged – by how choices are presented.
Bohnet, Iris. "Gender equality: A Nudge in the Right Direction." Financial Times (UK), October 13, 2010.