Sublime

There is a cheap, nonrefundable round-trip ticket for $400, but if you don’t go you lose the entire amount. Or there is an expensive, fully refundable ticket for $1,200. Which ticket should you buy? When this came up for one of us, he asked his university what would happen if he bought the cheaper ticket and did not attend the conference—and was

more likely to succeed than attempting a wholesale change of basic beliefs. That’s why it’s the more popular persuasion strategy.

Humans respond to incentives too, but they are also influenced by nudges.

One group of students saw the slogan “Live the healthy way, eat five fruits and veggies a day.” Another group saw “Each and every dining-hall tray needs five fruits and veggies a day.” Both slogans encouraged people to eat fruits and vegetables, but the tray slogan did so using a trigger. The students lived on campus, and many of them ate in dining

Cueing (attention)

Nudge.

The second misconception is that paternalism always involves coercion.