Nudge theory is a flexible and modern concept for: Understanding of how people think , make decisions , and behave, Helping people improve their thinking and decisions, Managing change of all sorts, and Identifying and modifying existing unhelpful influences on people. People are greatly influenced by consumption norms within a social or family group. A light eater will eat much more than they usually would when they find themselves with a group of heavy eaters. A heavy eater will eat less when they are with a group of light eaters. The average group behavior therefore can exert a great deal of influence. Nudge theory was named and popularized by the 2008 book, ' Nudge: Improving Decisions About Health, Wealth, and Happiness ', written by American academics Richard H Thaler and Cass R Sunstein. The book is based strongly on the Nobel prize-winning work of the Israeli-American psychologists Daniel Kahneman and Amos Tversky. Background - Thaler and Sunstein 'Nudg
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