Nudging

The most salient concept of nudging is most closely related to errors and biases approach to behavioral economics, pioneered by Kahneman and Tversky. The most well-know behavioral argument I favor of nudging is articulated by economist Richard Thaler and legal scholar Cass Sustein, both of the University of Chicago, their book, Nudge: Improving Decisions About Health, Wealth, and Happiness. Their key focal point is that because of our biased and error-prone behavior, largely hard-wired in the human brain, it would be best for experts and governments to, at a minimum, nudge us to do what they understand to be in our best interest.