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
Cass Sunstein public support for George W. Bush's judicial nominees Michael W. McConnell and John G. Roberts, as well as providing strongly maintained theoretical support for the death penalty. Much of his work also brings behavioral economics to bear on law, suggesting that the "rational actor" model will sometimes produce an inadequate understanding of how people will respond to legal intervention. Sunstein has collaborated with academics who have training in behavioral economics, most notably Daniel Kahneman, Richard Thaler, and Christine M. Jolls, to show how the theoretical assumptions of law and economics should be modified by new empirical findings about how people