Next Generation NeuroMarketing - Nudges and Nudging for Happiness, Health and Wealth.


About Nudging and Nudge.

Nudging, Nudge or Choice Architecture are methods from behavioral and political sciences, including cognitive neuroscience, for convincing people for better decision making directed to sustainable objectives.

Many variations exist for
nudge definition. A first one is available as part of the iMac dashboard thesaurus. To explain it by example, this is an easy exercise: We have to nudge the politicians in the right direction. Contrarily, the current trend set by politicians is to nudge citizens into another direction, gently prodding with their elbow in order to draw your attention to something.

For briefly defining nudge, the subject is characterized by its objective: to trigger a person’s action by a desired behavioral change to improved happiness, health and wealth.

Nudge Theory is defined as part of psychology, adjusted to its current state of behavioral sciences and economics. Certain basics are known from the early sixties, such as the „Hidden Persuaders“ from Vance Packard (about 1959).

Associated with nudge
, the term „Choice Architecture“ describes an individual’s decision process impacted by the offering of choices to accomplish a predefined outcome. This term has been introduced by Cass Sunstein and Richard Thaler in their 2008 book Nudge: Improving Decisions about Health, Wealth, and Happiness, today one of the standard publications in this field.

In summary we talk about nudging as an art to directly or indirectly modify ones’ behavior in a predictable way, offering any option which suits its purpose, not causing economical or other negative threat or offering any incentive.