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 "Schmoe White and the Seven Dorfs" and "Cinderella Bigfoot" and #1 pick by USA Today) Cincinnati Enquirer commentator, Sara Pearce, dubs Thaler and Jared Lee "The court jesters of children's literature”.</ref> Cincinnati Enquirer, March 18, 1997, Sara Pearce, review of titles in the "Happily Ever After" series, p. C5.</ref> "Heaven and Mirth": Thaler worked with illustrator Dennis Adler on a ten book series called "Heaven and Mirth" published by Cook Communications Ministries. (2000–2001) "Tales From the Back Pew:" Zondervan Publishing releases a 10 book series called "Tales from the Back Pew" written by Thaler and illustrated by Jared Lee. (2009–2010)