= 輕推理論 = 助推理論

Nudge theory is a behavioral economics concept proposing that small, indirect suggestions and environmental tweaks (“nudges”) can influence human decision-making.

Popularized by Richard Thaler and Cass Sunstein in their 2008 book Nudge, the theory is based on the premise that human beings are not always perfectly rational. Instead, our choices are heavily shaped by cognitive biases, inertia, and how options are presented (the “choice architecture”).

To be considered a true “nudge,” an intervention must meet several criteria:

• Preserve Freedom: People remain completely free to choose otherwise. There are no mandates, bans, or heavy financial penalties.
• Easy to Avoid: The desired action should not be difficult, but individuals can opt out without hassle.
• Benefit the Chooser: The nudge is designed to steer individuals toward choices that improve their health, wealth, or happiness.

Examples

• Supermarkets and Cafeterias: Placing healthy items (like fruit) at eye level, while putting less healthy options out of the way, increases the likelihood that people will choose the healthier option.
• Setting Defaults: Opt-out organ donation systems (where you are automatically a donor unless you actively choose not to be) in Singapore significantly increase donor rates compared to opt-in systems.
• Visual Cues: Etching the image of a fly into the center of a men’s urinal gives people a subconscious target, drastically reducing spillage and cleaning costs.
• Digital Design: Automatically enrolling employees into retirement savings plans (while allowing them to opt out if they wish) increases savings rates.