A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.

Understanding mental accounts would also improve public policy. Governments can benefit from understanding the concept of mental accounting.

architecture. If you know what people like you tend to like, you might well be comfortable in selecting products you don’t know, because people like you tend to share your tastes.

Small shops compete via curation, while online megastores use navigation tools to make finding and choosing among so many options easy.

there is the problem of free riding.

People become more likely to conform when they know that others will see what they have to say.

In many cases, sludge operates as a wall, and people cannot find a way to get over it. As a result, they are blocked from getting permits, licenses, money, health care, or some other kind of right or assistance.

happened. If the confederate spoke confidently and firmly, his judgment had a strong influence on the group’s assessment.

anchors serve as nudges.