Nudging refers to any feature of architecture options that predictably adjusts human conduct without hindering them from accessing other opportunities or adjusting their economic preferences. (Sunstein, 2019) The main purpose of nudging is to influence the individual to decide a rational way to accomplish their desired goals. The nudging interventions should be simple and easy to avoid, and not mandatory to the individual. The nudging intervention gives an individual the freedom to choose, which can involve responding to the nudging intervention or abstaining from responding to the nudging intervention. (Sunstein, 2019) Nudging intervention targets the following factors for it to be effective; psychological behaviour, personal prejudices, trends, and the habits of an individual.
Nudging involves developing a standardized and proof-based development and applying nudges to influence human behaviour in a particular way (Sunstein, 2019). Advances in behavioural science have revealed how, due to the interaction of psychological forces with what should be irrelevant features of complex decision-making contexts from the perspective of rationality, human behaviour and decision-making are bounded rational, systematically biased, and strongly habitual. These behavioural insights show us how contextual factors in decision-making can cause people to fail to consistently act on well-informed choices and, hence, fail to achieve their desired outcomes (Sunstein, 2019). Such advancements in public policy may also educate us on how ignoring these insights can lead to policy disasters. Nudging intervention techniques are applied in different sectors involving human interactions. Modern technology has led to the emergence of new nudging techniques which are more effective in influencing human behaviour.