Introduction

Nudge is the idea that you can nudge individuals to make certain choices through subtle cues without limiting their freedom of choice. The Nudge Unit states this very clearly in its East framework, which suggests that making it easy is the first thing practitioners should try when trying to change behaviour. This is shown quite brilliantly in Thala and Sunstein's studies in Google's cafeterias. In the cafeteria they placed healthy options like fruit, vegetables and healthy snacks at eye level and unhealthy options out of reach. They introduced smaller plates and bowls, encouraging Googlers to take smaller portions but also put unhealthy sodas in opaque glass fridges.