Inciting instead of coercing: “Nudges” prove their effectiveness

Developed by the American economist Richard Thaler in the late 2000s, the theory behind “nudging” theory is based on the principle that our choices are not only determined by our ability to reason, but are also influenced by certain biases such as our emotions, our memories, the opinions of others or the configuration of our environment. Focusing on these elements can therefore be more effective in getting us to change certain behaviors than a ban or an awareness-raising campaign.

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