Inside The Nudge Unit cover image

From Nudge to…where now?

Inside The Nudge Unit

CHAPTER

How Behavior Science Can Make a Big Difference

Behavioral science is often focused on how individuals respond to a set of choices. We can bring together behavioral science and insights from complex systems in order to tackle the big issues better, says Michael Eucholam. In the UK with respect to sugar in drinks, where we have a particular kind of sugar levy, as it's known, which makes drinks slightly more expensive. Even though there's a relatively modest change at the individual level, it has this knock on consequence that drives reformulation.

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