What the Nudge (Marketing)?!?

Sherif Mamdouh | March 7, 2019

by Sherif Mamdouh Influence without constraint, and to do good. This is the ethos of Nudge theory. This "helping hand" theory claims to be able to rely on human irrationality to reach a desired outcome. Stemming from behavioral psychology and microeconomics, this new paradigm advocates "libertarian paternalism" where a dose of manipulation is admitted but used only in the most benevolent endeavors - not without reminding us that any form of communication can be perceived as manipulation. In 2008, Richard Thaler, one of the fathers of behavioral economics, co-wrote Nudge: Improving Decisions About Health, Wealth, and ...