Innovate and Persuade with a Well-Judged Nudge
Destination Innovation
AUGUST 3, 2017
The concept was popularised in the influential book, Nudge, by economists, Cass Sunstein and Richard Thaler, published in 2008. In 2010 the British Government set up a Behaviourial Insights Team (BIT), which became known as the ‘Nudge Unit’ Its aim was to save at least ten times its running cost.
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