#Choice Architecture

A nudge is the gentle art of steering people with invisible strings, making them believe they chose of their own accord. Governments and corporations call it "for your own good" while subtly tilting the scales toward the desired outcome. It masquerades as preserving freedom while orchestrating behavior behind the scenes in a demonstration of soft tyranny. Praise showers when it succeeds; blame conveniently disappears into the notion of individual responsibility when it fails. It pretends to offer a helping hand in the maze of choices while really leaving only a single exit.

A nudge is a clever art conceived by behavioral economists under the guise of preserving 'freedom of choice', gently pushing people from behind. Beneath its pleasing gift wrap lurks a poison of the designer's intention. Without noticing it, one is led to unwanted actions while deluding oneself into thinking one’s will is honored. From public policy to advertising, this small shock is used to manipulate crowds dancing between reason and desire. In the end, freedom is nothing more than riding down a slide someone else has installed.