Nudge

Choice architects (such as Carolyn the cafeteria director) have many opportunities to choose defaults, and they can do so in ways that are self-serving or welfare enhancing.

incredible work in applied behavioral economics that was happening in the government, specifically using the power of defaults to encourage positive behavior. These defaults are known as nudges, made famous in the bestseller Nudge, by Richard Thaler and Cass Sunstein.

Our goal, in short, is to help people make the choices that they would have made if they had paid full attention and possessed complete information, unlimited cognitive ability, and complete self-control.