The waitress said that the cheesecake was one of the best in the city. So I ordered it. Otherwise I wasn’t really that interested in dessert, but if it really is the best, I have to know. That is a nudge.
The book “Nudge: Improving Decisions about Health, Wealth and Happiness” is a good read for all who are marketers or marketers at heart. Nudge is a book about getting people to act in their own best interest. Here is the rub: This all depends on one’s view about who decides what is in someone else’s best interest.
It’s a book about behavioral economics and one of my favorite subjects — incentives, or what Richard Thaler and Cass Sunstein call “nudges.” Even rearranging the offerings in a school cafeteria so healthy foods are offered first, at eye level, and easy to put on a tray can dramatically change how people select food and make healthier choices. That is a nudge done by someone else so you can act in your own (better) self-interest.
There are also people who are described as “choice architects.” People in health care are always looking for better ways for people to access care and make better decisions. A web designer is also a choice architect. User experience is determined by choice architects who help provide choice and nudges for people to follow.
If you want a good read about behavioral economics, this one will nudge you in the right direction.