A nudge is a gentle push or touch, often used to get someone's attention. Nudges are different from rules or regulations. They don't force people to do anything, but they can make certain choices seem more appealing or easier to make. A nudge in behavioral science is a subtle intervention that influences people's decision-making without limiting their choices or using strong incentives. Nudges are based on insights from behavioral economics and psychology, which show that people don't always make rational choices. For example, many grocery stores place unhealthy snacks and sugary drinks near the checkout counter because they know shoppers are more likely to make impulse purchases when they are waiting in line. A behavioral nudge to counter this strategy would be to place healthier options, like fruits and vegetables. Nudge theory is a concept within behavioral economics that proposes adaptive designs of the decision environment (also known as choice architecture) to
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