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
Mike Thaler Thaler were published, including 37 riddle books illustrated by the author, who was dubbed “America’s Riddle King” by the Arizona Republic newspaper. In 1981, an editor at Avon Books, Jean Feiwel, paired Thaler with Jared Lee to illustrate Thaler’s latest manuscript, "A Hippopotamus Ate the Teacher." This partnership would eventually produce over 100 books. Thaler also collaborated with many illustrators, producing the following works: Between 1971 and 1973, Thaler met with PBS Electric Company Television Animation Director, Edith Zornow, to present an idea for a new series called "The Adventures of Letterman". The show premiered during season two, animated by