The art of the ‘nudge’ in behavioural prescription

Barack Obama and David Cameron have read the book; governments are using the principles; advertisers have applied it for years — although without giving it a name.

It’s the practice of ‘nudging’, or changing behaviour by making subtle and indirect suggestions to achieve changes in behaviour more effectively than by direct instruction, legislation or enforcement.

Nudge theory — developed by Dr Richard Thaler, a professor of behavioural science and economics at the University of