Richard Thaler at No. 10 Downing

Richard Thaler was in the U.K. last week meeting with Prime Minster David Cameron and his staff on ways to incorporate the principles of Nudge into public policy.

The group working on the project – dubbed “the Nudge team” – will be examining how to prompt people into making the right decisions about their health and lifestyle through financial incentives.

Among its tasks will be to encourage people to quit smoking and eat more healthily without the need for formal rules.

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