Nudge
A notion that positive reinforcement and indirect suggestions as ways to steer or influence the behavior and decision making of groups or individuals (while still preserving freedom of choice).
EverydayConcepts.io
Origin
Popularized by economist Richard Thaler and legal scholar Cass Sunstein in their 2008 book Nudge: Improving Decisions About Health, Wealth, and Happiness. The concept builds on "libertarian paternalism," a term the authors coined in a 2003 American Economic Review article. The approach preserves freedom of choice while using choice architecture to influence behavior toward better outcomes, drawing on psychology and behavioral economics research showing systematic cognitive biases.
Updated February 22, 2026