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Nudge theory (or Nudge) is a concept in behavioural science, political theory and economics which argues that positive reinforcement and indirect suggestions to try to achieve non-forced compliance can influence the motives, incentives and decision making of groups and individuals, at least as effectively – if not more effectively – than direct instruction, legislation, or enforcement. Nudge theory's most celebrated influences include the formation of a British Behavioural Insights Team, often called the ‘Nudge Unit’, at the British Cabinet Office, headed by Dr David Halpern〔https://www.gov.uk/government/organisations/behavioural-insights-team/about#responsibilities〕 and US President Barack Obama's appointment of Cass R. Sunstein as administrator of the Office of Information and Regulatory Affairs. In Australia, the government of New South Wales established a Behavioural Insights community of practice. The "Nudge" idea has been criticised. Dr Tammy Boyce, from public health foundation The King's Fund, has said: We need to move away from short-term, politically motivated initiatives such as the 'nudging people' idea, which are not based on any good evidence and don't help people make long-term behaviour changes. ==Definition of a nudge== At the heart of nudge theory is the concept of nudge. This was originally defined by Richard Thaler and Cass Sunstein as: “A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid. Nudges are not mandates. Putting fruit at eye level counts as a nudge. Banning junk food does not.” One of nudges’ most frequently cited examples is the etching of the image of a housefly into the men’s room urinals at Amsterdam’s Schiphol Airport, which is intended to ‘improve the aim’. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「nudge theory」の詳細全文を読む スポンサード リンク
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