Behavioral economics nudge is a microtargetted design geared towards a specific group of people, irrespective of the scale of intended intervention. In 2008, Richard Thaler and Cass Sunstein's book "Nudge: Improving Decisions About Health, Wealth, and Happiness" brought nudge theory to prominence. It also gained a following among US and UK politicians, in the private sector and in public health. The authors refer to influencing behaviour without coercion as libertarian paternalism and the influencers as choice architects. Thaler and Sunstein defined their concept as: In this form, drawing on behavioral economics, the nudge is more generally applied to influence behaviour. One of
Zoran Thaler Zoran Thaler Zoran Thaler (born ) is a Slovenian politician and businessman. He is a former Slovenian Foreign Minister and a former Member of European Parliament. He was born in Kranj in former Yugoslavia (now in Slovenia). He graduated from political science at the Faculty of Social Sciences of the University of Ljubljana. He started his political career in the Alliance of the Socialist Youth of Slovenia (ZSMS), the largely autonomous youth and student organisation, many times in opposition to the League of Communists of Slovenia. In the first free elections in Slovenia, he was elected to the Slovenian Parliament