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Back in 2010, the concept of the nudge was all the rage.
How could people be subtly influenced into modifying their behaviour for the better? It was picked up the Conservatives who founded the Nudge Unit in Downing St – and it’s now in its fifth year. The man who came up with that idea is Richard Thaler.
His new book– called Misbehave, looks at the behaviour of us humans – which is erratic and unpredictable – and compares it to how economists build their predictive models.