Prof Thaler is a pioneer of "nudge theory" about how people make bad decisions US economist Richard Thaler, one of the founding fathers of behavioural economics, has won this year's Nobel Prize ...

But this year's award has gone to Richard Thaler who, in his book Nudge, was one of the first ... the Economics prize in 2002. Since when "nudge theory" has been applied to a wide range of problems.

Nudging is not about penalizing them in any way or limiting their freedom if not acted in a certain way, but to help their decision-making process easier Nudge theory ... of the book Bad Moves ...