With prompted choice, you are not required to choose at all; you can simply ignore the prompt and click “next screen.”

When lotteries are used to motivate people, it is important to get the details right. Participants are likely to find a lottery more enticing if they find out whether they would have won.

only about 10 percent of their sample follow something approximating this rule.

The bad news comes if we repeat the game several times. When that happens, contribution rates gradually drop off to about 15 percent.

Let’s suppose that the cost to the bank of maintaining a checking account is $100 per year, and a competitor comes in and offers “Checking account for just $100 and No Hidden Fees.” Who is going to win this battle?

experiment with alternative ways of prompting more sign-ups to the willing donor list, in terms of locations for prompting, incentives for joining the list, and media campaigns.

They do less well in contexts in which they are inexperienced and poorly informed,

choice architect is not encouraging or discouraging any particular choice, but instead is just making the process of deciding and implementing as easy as possible.

We interpret the statement “I should be saving [or dieting, or exercising] more” to imply that people would be favorably disposed to strategies that offer to help them achieve these goals. In other words, they are open to being nudged. They might even be grateful.