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Nudge theory: what 15 years of research tells us about its promises and politics

By Stuart Mills, Assistant Professor of Economics, University of Leeds

It’s been 15 years since a particular concept of behavioural science went mainstream. “Nudge theory”, the notion that our behaviour can be successfully influenced through “soft” interventions, has subsequently appealed to plenty of people seeking to change the way we live.

The 2008 book which set out the idea – Nudge: Improving Decisions about Health, Wealth and Happiness…

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