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Last october, Richard H. Taler received the Nobel Prize for Economics for his work on psychological and social mechanisms which enter into action in our decision-making. In his book 'Nudge' with Cass Sunstein he lays out his theory behind nudge marketing.

Nudges? They’re little influences that softly and subtly steer a consumer choice, based on fine understanding of human decision mechanisms.

Softly as no one likes being forced or manipulated. This choice architecture takes into consideration how people chose before building any choice context. Examples? It can be an opt-out that gets a trillion times more conversions than an effortful opt-in (Defaul...

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