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World Bank, Social Scientists Investigating ‘Nudge’ Theory To Encourage Healthy Behaviors

The Guardian: How the World Bank is ‘nudging’ attitudes to health and hygiene
“…Breaking long-term habits, such as spending the bulk of your income on rice, is extremely difficult — especially, according to recent research, for those living in extreme poverty. This is where nudge theory comes in. It is about using insights from behavioral science to identify reasons why people make bad choices, such as smoking or failing to pay taxes on time, and then testing small changes in the way choices are presented to ‘nudge’ them into making better decisions…” (Rutter, 3/4).