Nudge theory is a flexible and modern change-management 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.
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 Daniel Kahneman and Amos Tversky. Nudge theory is a highly innovative, effective model for change-management.