dc.description.abstract | The classic economic theory is based on individual’s rationality when making decisions.
Consequently, theoretically speaking, individuals have sufficient knowledge and abilities to
take the most convenient and best decisions. Nevertheless, in the last decades, it has been
demonstrated the irrationality of people in rulemaking, governance, and decision-making,
casting doubts about the possibility of making interventions to modify individuals’ behaviour to
improve their social and self-welfare. As a result, it has emerged behavioural economics, which
focus on the many different factors and processes that affect decision-making in the pursuit of
the most beneficial and optimal behaviour, and with it appeared nudges, which are a
mechanism of soft intervention really helpful and efficient in changing individuals’ behaviour.
This paper analyses and reviews the branch of nudging in the field of behavioural economics,
through the author’s Cass R. Sunstein and Richard H. Thaler perspective, developed in their
book “Nudge: Improving decisions about health, wealth, and happiness”. In addition, a study
of the application of nudges in different fields like marketing, society, wealth, and environment
would be presented; also, it would be developed some criticism and limitations that fall upon
the nudging theory. | spa |