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Behaviour Theory proposes positive reinforcement and indirect suggestions are a way to influence behaviour and decision-making of groups or individuals.

helping people make better choices for themselves without restricting their freedom of choice. But by nudging them.

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Richard Thaler - Creator of Nudge Theory

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Richard Thaler - Creator of Nudge Theory

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What is Nudge Theory | Explained in 2 min

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"It is called ‘nudge’ after the book by Richard Thaler (who went on to win the Nobel prize in economics) and Cass Sunstein which set out how people are not the rational economic actors beloved of conventional economic theory – but can be influenced by “choice architecture” into making better choices in their own interests" - “Nudge Unit” | The Institute for Government

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BIT Review 2021-2022

A showcase of our latest work including peace building in Nigeria, training school leaders in Guatemala, understanding panic buying, sustainable commuting and reducing dangerous driving

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Our vision is a future where people and communities can thrive in a world shaped by a deep understanding of human behaviour. BIT - the Nudge Unit.

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The Nudge Unit is working closely with the Department of Health and Social Care in crafting the government response. The most visible manifestation of its influence to date is in the communication around hand-washing and face touching – in particular the use of “disgust” as an incentive to wash hands and the suggestion of singing Happy Birthday to ensure hands are washed for the requisite 20 seconds.

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Having a bowl of fruit in front of you or easier access to it and keeping chocolate and crisps in a cupboard influences the individual to choose a healthier option.

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Nudge Theory is based on the idea that shaping the environment can influence a specific choice.