Human beings are surrounded by influences that tend to alter their behaviours. This is what Richard Thaler and Cass Sunstein’s research on Nudge Theory is essentially about. The nudges here refer to how choices are presented to individuals by a ‘choice architect’—to influence their preferences—without actually forbidding them from making other choices. A pretty basic and prevalent example of a nudge is paying 999 rupees instead of 1000. The former figure makes it seem like we’ve saved a great deal when we really haven’t. Nudge Theory then works on the logic that humans are not always rational in making decisions.

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