“Nudging” has become a common phrase in health care, with nudges being used to encourage patients to turn up to appointments through to making a game of taking exercise. According to Harvard University professor, Cass R Sunstein, “nudges are private or public initiatives that steer people in particular directions but also allow them to go their own way.”
New research published in the Journal of Behavioral and Experimental Economics in June 2024 has taken the nudge into market...